2 highly effective methods for collecting data in marketing
by Wojciech Idzikowski
Feb 13, 2018
When it comes into customer’s behavior the goal is to create a method that would track each customer from the first contact with the advertisement until the purchase.
Or, to be more precise – to learn
how much you spend on particular communication channels, and how much revenue each of them brings in.
We currently provide numerous solutions that purchase on the behalf of our 7 partners, but also 17+ of our own products, today used in 64 countries, as well as a range of other IT services.
Our investment in collecting customer data forced us to re-think which data brings greatest value. It’s easy to create too many metrics that don’t give you clear information that is crucial in decision making. But ignoring customer data isn’t a solution either.
That is why I would like to present the metrics that are essential for every business.
Customer acquisition channels chart
We collect data from Google Analytics about product website views from specific channels/Mediums. Unfortunately, Google Analytics doesn’t provide its users with a feature to create a customized chart, so we made one on our own (see it above).
Thanks that chart, we can learn:
- Which channels/mediums generate most clicks and which require further investment. Should we increase the value of spendings on paid search, or write more articles to convert customers visiting specific product page? We know how much we spend on each of these channel, so it is easier to predict where is the bigger ROI. Especially when we start doing something what we haven’t done before. You can see on the chart our investment in social media between February and April.
- The critical advantage of this method is that it’s free. It’s relatively hard to do that type of analytics properly for a reasonable amount of money (or correct me if I’m wrong – please write a comment if you figured that out already and have some recommendations to share).
Team performance data
One of the main goals for the Marketing Department is completing tasks related to things like websites, brochures, articles etc. To do so, graphic designers, webmasters and writers are required to collaborate together and create marketing content.
What bothers me personally, is that without this data I was:
- unable to monitor work of 11 people, and related with it at least 60 issues. I couldn’t provide a good answer when the CEO asked ‘What about that task?’
- Moreover, every task assigned to marketing needed to involve me. And that involvement cost 80% of my time. Answering e-mails and sending feedback from the sales director to graphic designer made me feel as if I was my own secretary. And the worst thing is that that type of activities wasn’t worth the money the company paid me. I was meant to dedicate my time in activities that would move the entire company forward, not in sending a message to graphic asking her to make a business card for a new employee.
Jira Software in Marketing
Atlassian’s Jira is currently one of the best solutions for team management. So the choice was simple. Main main task in Jira is creating “issues” – folders containing data related to tasks. Each of it has its: summary, assignee and reporter, it also allows to add a description and comments. And most importantly, “issues” can be dragged and dropped on the Kanban Board or when running sprint from the backlog.
Jira Software allows me to:
- 1 – create epics (categories) for each department at the company. I can easily sort all issues and present them for a person demanding to know what’s happening at a given department.
- 2 – Issues are sorted in current sprints. We gather tasks for 2 weeks, and decide which “issues” should be completed during this time (to be more specific, which “issues” we will drag and drop from the backlog into the current sprint). That allows us to implement a transparent project management system where every Department Director knows what is currently happening in marketing and has access to every Kanban Board (“To do”, “In Progress”, “Done”) in current sprint. In the case of a problem, I can answer to a comment with @mention option. Jira Software also allows to plan tasks for a future sprint, saving us time in planning our activities.
- 3 – Backlog is a place where all “issues” go when they are created. Later on, we move them to sprints. Backlog is the place for collecting all that should be done in the future. Each issue is moved to sprint on the basis of its priority.
- It’s essential to choose the right data collection method for running a successful business.
- For collecting data you can use:
- For customers – charts of customer acquisition channels
- For your team – Jira issue creation and sprint planning features.
- InTENSO is an Atlassian Platinum Partner, so feel free to ask us about Jira and anything related to it (like services, licenses, or apps)