Avoiding The Marketing Blind Spot
Marketers often approach data from a reactive stance, in other words, execute campaigns and then turn to data and metrics to assess performance. Though, by the time all the data is analyzed, the next campaign is already in motion. This delay in analysis created a blind spot, during which marketers have no insight into what’s working and what isn’t.
While reactive analytics can help understand what happened in a specific situation. Proactive analytics allow businesses to make changes that improve by seeing developments as they occur in real time. This can mean taking advantage of a sudden surge in a specific products’ popularity or reducing production when sales decline as it happens instead of after. This method should be the standard approach of information gathering and subsequent decision-making.
The lack of confidence in campaign effectiveness stems largely from a retrospective approach to tracking one’s marketing metrics. Marketing has become more real-time and metrics-focused, and employing the help of a few key tools can help you manage and interpret your data with a forward-looking approach. Looking at your campaign performance in a reactive sense is no longer the most productive way to prepare your long-term strategies. With proactive analytics, you can harness the power of your data to project trends in your industry and adjust to your audience’s key pain points.
By becoming a Proactive marketer your investment is your time spent on analysis and implementation of your ideas.