How to use data and analytics to inform your branding decisions

Published on: 

February 16, 2023

Social media has completely changed the scope of marketing in the modern business industry. The abundance of data has made a lot of goals accessible. However, one may argue that we currently have a bit too much data. There is very little you can do with hordes of raw data that you can make no sense of. Data is only as useful as what you can extract from it. Thankfully, we have a tonne of tools at our disposal to perform detailed analysis on the go and gain helpful insights into your business’ performance.

The Importance of Data in Branding

Marketers derive some of the most value using customer data and analytics. Research shows that companies using data to inform their branding decisions experience a 15 to 20 percent improvement in their marketing return on investment and a 5 to 6 percent higher profitability compared to their competitors. 

But beyond just numbers, making customer data the foundation for your future branding decisions ensures the most ideal customer experience. At the end of the day, the goal is to cater to your audience’s needs and offer them the most value through your products and services. 

How to Extract Marketing Value Through Analytics

Create Buyer Personas

Your data gives you the best insight into the minds of your target audience. It is an objective measure of the likes, dislikes, and patterns of your leads, buyers, and loyal customers. You can use real customer data to create fictional buyer personas that epitomize the different kinds of buyers in your target demographic. 

Personalize the Journey

Data analytics makes the personalization of content on websites and social media a breeze. Over 65% of consumers have no objection to sharing personal data if it improves their experience. Use their buying and browsing behavior to offer the most relevant content and products to specific customers.

Produce Relevant Content

There is no benefit in mass-producing content and filling your website with a thousand blog posts if none of them are interesting to your audience. Use social listening and browsing patterns of your consumers to find the latest trending topics and the most burning needs of the community. Identify gaps in existing content and try to put useful information that most of your competitors do not provide.

Identify Important Metrics

Analytical tools will collect all kinds of data. You need to determine which metrics are the most useful and relevant for your brand. You can keep track of bounce rates, time on page, form submissions, click-through rates, social media engagement, referral sites, new buyers/visitors, exit pages, etc.

Data at the Expense of Creativity?

For the longest time, people have believed that data analytics are the opposite of creativity. This could not be farther away from the truth. Data does not stifle creativity- if anything, you can use analytics to execute your most creative ideas. That is what we practice here at Pulse Branding. We utilize data collected from your audience to create designs that reflect your brand values authentically. Our community research enables us to help tell stories that resonate with those you want to influence the most. 

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