Marketing automation using business intelligence.

How To Use Automation Intelligence Tools To Optimise Your ROI

Data collection has already been in the radar of many companies. But making sense of that data to empower your business intelligence can be troublesome and ill-defined. Therefore a good measurement for marketing intelligence can help you transform the data into actionable insights. Automating your marketing intelligence is one of the best ways to improve your return on investment, get better brand awareness and create move valuable content that can help you define your position as opinion leaders in your domain.

Large organisations, with the help of available resources, can invest heavily on data insights. However, for smaller businesses, building custom solutions is simply not an option. Luckily, automating marketing intelligence no longer requires hefty innovations thanks to available technologies requiring much less development and capital.

Here are 4 ways that automating your startups use of BI can save you time (and money).

Keep Track of Your Performance Against Your Competitors

There are various tools that will help you keep check on the data points; both on search and social media channels and provide valuable insights on your competition.

Pulsar – In depth analysis of online conversations on websites, forums and social media channels to provide insights on brand awareness and topical interests.

Google Alerts – Instantly get alerted when your competitors are mentioned across the web.

Sprout Social – Monitor performance of your social media channels and keep track of your competitors’ activities.

Google Keyword Planner – Find brand new keywords your competitors might be ranking for already.

SEMRush – Get keyword insights for your website, discover new keywords to target and monitor your backlinks.

With automated BI systems, you can constantly keep track of your position amongst your competition in various key metrics, and view in real time as the margin of your competitive advantages increase or decrease by the month, week, day, or even hour.


How to use marketing intelligence to optimise your ROI.


Optimize ROI in Marketing Efforts

You are making big investments in your marketing department to reach brand new audiences and improve your brand awareness across your existing clientele. But it is also important to keep an eye on the returns you gain as a result of your strategy.

Let it be AdWords, social media advertising or email; implementing advanced business intelligence techniques for better data collections can help you optimise your campaigns and get more value for your investment. Furthermore, with the help of machine learning, you can create a comprehensive ROI investment that can accurately identify the parameters of successful campaigns with the help of data available from your campaigns and help you make better decisions in marketing.

Bringing all the available data together in a single platform can help you measure the effectiveness of your cross-channel marketing campaigns and provides you with the big picture insights. If your objective is to minimise the cost per acquisition, integrated advertising analytics will help you get there, all on a single platform.

Promote Your Focus on Data Company-Wide

Being data-driven starts at the top of your company. However, unless that conscious is distributed across all parts of your company, it will be much more difficult to have a holistic approach to optimising your operations.

Providing case studies for data-driven companies, demonstrating the time-saving benefits of automation and conducting cross-departmental training sessions with practical data tracking implementations will help you impose the innovations in data management much more effectively across the board.

Save Time Pulling Data for Presentations/Meetings/Pitches

You have transformed your business to be more data focused and streamlined tracking across all channels; but it doesn’t stop there. In order to make sense of the data, you’ll need to present it in a format that provides accurate and effective insights to all your stakeholders.

Organising data presentation is a tough nut to crack. Fortunately, with the help of cross-platform integrations readily available for marketeers, it’s now easier to poll all the data for reporting. Automated marketing intelligence can save you both time and money by automating the reporting with only the necessary information; enabling you to make the right strategic moves at your meetings and presentations.

Google have recently launched their data collaboration tool called Data Studio; which brings all the business intelligence resources together in a single interface and offers easy reporting templates. In addition to being able to plug in the data from your current Google tools (Google Analytics, YouTube Analytics, Google Search Console, Google Sheets), you can also connect to third party databases to import the business data you already have.

If you want more automation, however, Zapier should be your go-to tool. Zapier allows you to create automated tasks across a wide range of web services with the help of what they call ‘Zaps’. For example; you can automatically push all the Google Analytics data on a Google Sheet, or automatically make a list of every social media post you’ve published on Buffer.

Performance marketing is now made much more easier to manage and maintain with the help of highly integrated tools exemplified above. Considering that data is the key component of strategy-focused marketing, harvesting and interpreting in-depth insights on your marketing can provide benefits beyond just your marketing department.

The above 4 examples will probably apply to you on different levels depending on what kind of startup you work at (or run). Regardless, the same overall message holds true – BI is a critical component of nearly every functional area of a business (marketing, finance, etc) and when it can be automated there are immense benefits (one I didn’t mention is that automated BI helps reduce miscommunication and helps information flow more freely between all team members).

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