Data review is top of mind for most marketers out there. Looking at patterns and trends, especially in data analysis in digital marketing, will provide some very valuable insights about your target audience. Market data analytics are the glue that holds marketing together and allows you to tap into your customers’ minds as much as possible. In today’s marketing age, most businesses couldn’t be without using metrics and data.
We had a helpful chat with Austin Braun, who had a lot of insight to share with us about how he uses metrics to steer his team’s data analysis marketing strategy. In particular, he shed some light on how to make the most out of your data review instead of doing it for the sake of it, as some companies may do.
Therefore, in today’s Rediscover Marketing article, we’ll have a big focus on data review and how you can improve yours. Alongside this, we’ll also discuss some other valuable advice Austin provided us.
Austin Braun is the Digital Media Strategist at the University of Colorado, in the College of Engineering & Applied Science. The university is made up of different colleges, and engineering is the largest consisting of around 7800 students. Austin’s main duties involve leading social, digital advertising, college admissions recruitment marketing, and alumni relations.
Austin and the team he works with had to overcome a lot of obstacles in 2020, just like many other marketing departments across the globe. He is particularly proud of his team’s ability to adapt to anything at a moment’s notice. Since everything moved faster in 2020, and they had already set the tone for the entire year, the team had to become more refined with the ability to manage and handle each crisis as it came up.
Like most other teams probably realized, Austin stated that his team learned something new from each crisis, so each one became less painful. His team became really good at managing these types of things and became less panicked when something unexpected would pop up. As they became more adjusted, they would triage, strategize, and work to figure it out.
For the rest of the coming year, Austin believes that marketing and growth leaders should appear more empathetic to help the overall success of their business. They need to be able to pay attention to the role around them in the most literal sense.
Austin believes that a lot of leaders appear to be unattached. To avoid this, you want to be sure you’re thinking through every stakeholder that will see your message and envision every direction it could go. Currently, Austin states that there’s a lack of empathy and a real ability to be genuine. True empathy cannot be manufactured, so you need to find a strategy where you can be real to your audience. Being empathetic and genuine will be the best way to reach your audience.
Austin has a strong belief in data review and thinks that you need to look at everything as a data point in the digital world when you’re a marketer. With data analysis marketing, you have all these numbers, and it’s your job to make sense out of what they mean.
The problem with market data analysis is that in the long term, data can become predictable. Austin stated that a lot of people fail to change and employ more experimental tactics. When this happens, you need to start analyzing marketing data from a failing up mentality. This means you’re going to fail here and there, but you’re going to know that failing is inevitable. So, when you look at a graph, you’ll see what worked and what hasn’t but start talking about why this is.
Another piece of advice Austin gave us was to embrace experimental tactics while understanding data because it’s everything to a campaign and marketing. Austin put together monthly reports, and as they approached 2021, he worked with his team to put together a playbook that explained why they have more experimental things to try and how they’ve worked historically.
If you’re looking for some extra tips and tricks on marketing data analysis, we’ve outlined them below:
Towards the end of the interview, Austin told us that if you’re going to be in marketing, you need to embrace the unexpected and get ready to embrace failure. You can do this by coming at it with a really strategic approach. He said it’s not an easy job, but if you learn to embrace the uncertainty, you learn to have a lot of fun and become successful.
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