You’ve carefully laid your plans for 2023, you’ve aligned your budgets, and for some reason you’re just not able to fund your full marketing plan. And so the question becomes – what can we do differently in order to accomplish everything we’ve set out to do? The answer often lies in the data.  In addition, making sure your organization is equipped with the right information to evaluate the options, is critical.

With the push towards greater personalization in marketing, budgets are often stretched thin as more relevant content is created for each market segment. Paid media is often one of the first places people look for answers. It’s a large cost-center, and platforms like Google, Meta, LinkedIn, and TikTok make it easy to shift dollars between initiatives, or scale back the spend. But before we start re-investing marketing dollars, we need information from paid media platforms, site analytics, marketing automation, and CRM systems to drive those decisions.  

At KOSE, we frequently work with clients to map their data and ensure it’s passing from the online ad platforms that we are managing into their site analytics, marketing automation, and CRM systems. This 360 degree view allows us to confidently make bold decisions when we’re choosing which media opportunities to fund and which to sunset.

There can be challenges along the way. For example, data is often siloed into different divisions of the company, and getting everyone to the table can be difficult. So it’s important to have a clear understanding of the outcomes you’re looking to achieve and set clear roles and responsibilities for everyone involved. We’ve created the chart above to help you facilitate that conversation and to begin integrating data across each marketing function.

What this data will unlock for you is the following:

1. Accurate Targeting: When the marketing automation and paid media teams work together, they can ensure that the targeting of marketing campaigns is accurate. By combining their efforts, they can refine audience segments and create more effective campaigns that reach the right people at the right time.
2. Reduce Costs: Improving the quality of marketing data can help reduce costs associated with paid media campaigns. By identifying the most effective channels and audiences, the teams can optimize campaigns to reduce wasted spend and improve return on investment (ROI).
3.  Improved Customer Experience: By analyzing data from both marketing automation and paid media, the teams can identify patterns and behaviors that will inform customer experience improvements. These improvements can include everything from optimizing website navigation to creating personalized content that resonates with customers.
4. Data-Driven Decision-Making: With a combined view of marketing data, teams can make more informed decisions about where to allocate resources, what campaigns to run, and how to optimize them for better results.

If you’re looking for a partner to help you integrate this data – we’d love to talk. Contact us today https://www.kosedigital.com/contact/.