November 27, 2023
For being so small, “data” can be such a heavy word. It’s packed with potential knowledge, but it can be confusing and hard to decipher. Whether you find it puzzling or enlightening, there’s plenty that data can tell you about your marketing campaigns. The challenge, though, is overcoming the common data issues for campaign managers that you may face when working with large amounts of information.
From too much and irrelevant data to problems with quality and accessibility, it’s crucial to have a plan in place for consistent data collection and reporting. Here’s everything you need to know about common data issues in a marketing campaign and how you can solve them for better efficiency, quality, and usability.
Here are several common data issues for marketing campaigns and some solutions to them:
When running a marketing campaign, it’s possible you’re generating data from multiple sources. How many people visited your website today? How effective was your Facebook ad over the weekend? Is your Google ad still getting clicks? But when data comes from too many sources, it’s tricky to organize and analyze it for your campaign. It just becomes too much. This is called data fragmentation, which is just a fancy way of saying your data collection is inefficient.
A great solution to data fragmentation is to use a marketing dashboard, like Klipfolio or Calibrate, that can collect your data in one place. This type of software can gather data from multiple sources, such as Facebook Ads and Google Analytics, and organize the information for you. From there, you can examine and analyze the data to make it easier for you and your marketing team to track and monitor marketing campaigns.
Another one of the most common data issues for campaign managers is cost. Data analysis can be expensive. Whether you’re using software or a company solution, the expenses can add up. That can sometimes cause your finance team to be wary of spending too much on data at all. This can lead to an even larger loss of time and potential profit. If companies rush data analysis or use the wrong tools, it can also generate errors, which can make the information useless to marketing campaigns.
An effective solution to this problem is to highlight clearly how useful content marketing analysis can be for your business. Whether you’re trying to convince an executive or you’re trying to convince yourself, focusing on the results and the return on your data investment can help.
Data also allows you to discover details about your customers and your marketing campaign that can help make it more effective. That can lead to an increase in sales and customer outreach, often making the price of data analysis worth it.
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Inconsistencies present data issues for campaign managers more often than you’d think. Sometimes, the source of your data might not be as good as you hoped. This can be especially challenging when you’re using personalized information to attract new customers.
Therefore, it’s important to know ASAP if your data isn’t top-quality. Understanding this will help your team avoid mistakes and make sure your company isn’t wasting time or money on its campaign.
But what if you find out you have bad data partway through your marketing campaign? Special marketing software and tools exist, such as RingLead, so you can make sure the data you’re using is high-quality. Some software even allows you to add triggers to watch the data as it comes in. Then, if it detects bad data, it’ll pause your content marketing campaign until you’re ready to continue.
Sometimes, companies have everything they need for data analysis and collection, but not everyone can use it. When companies restrict some employees from the data or its results, they might not be able to perform their jobs effectively. Suppose your sales team is cold-calling business leads. If they don’t have access to the business’s collected information, though, they might miss out on a customer’s personal details that could help them connect and make the sale.
A great way to solve this challenge is to create a central location for the data and give access to the employees who need it. Companies can use analysis data in many areas of their businesses. When employees have an easier time accessing it, they can better streamline processes and help improve marketing performance management.
It’s no secret that sifting through data and figuring out how to use it can be a time-consuming task. Even if you’re collecting all of your data in one place, it can still take a lot of time and resources to understand what it’s telling you. That’s time and resources you could use in other areas of your business. Not to mention, if you don’t have data analysts with the right expertise, you risk misinterpreting the information.
The best way to avoid this challenge is by hiring experts to help you uncover your data. With CopyPress’s Content Create service, you have an entire fractional content marketing team at your fingertips.
We take on planning, strategy development, content creation, and process management so your team can focus on what’s most important — growing your brand. Our Content Create solution will help you streamline performance tracking and set your brand up for success with the right data from the start.
Get more insight into where to start with keyword research for SEO and content marketing.
Make your content analysis data work more efficiently for your team and content campaigns with these approaches:
Start by eliminating any metrics that don’t directly relate to the content marketing strategy you’re using. Take blog posts, for instance. You’ll want to establish goals that are most relevant and can yield the most detail about the blog’s performance as you track it. These might include a specific action you want users to take, such as moving from a blog post to an eBook download page.
Each medium you use for your content marketing purposes will have unique metrics you’ll want to track to make data collection more efficient. The key is to cut through the details you don’t need so you can focus on only the most important information about your campaign.
Establish the right KPIs from the get-go. This will ultimately help you avoid collecting bits of info that don’t give you a good picture of the effectiveness of certain marketing strategies. Think about it this way: click rates make more sense as a KPI for paid search ads than social shares.
On the other hand, social shares would make sense as a KPI for a post inviting followers to sign up for an online event. Setting the most appropriate KPIs is vital to supporting a better approach to collecting, organizing, and using marketing campaign data.
Read more about marketing KPIs and how they help your campaign stay on track.
Be consistent with reporting so everyone on your team has access to pertinent information. Whether it’s with Excel sheets or stored on a dash in a cloud file, make sure your team is reporting regularly on the data activity of your brand’s content marketing campaigns.
For SEO data, this could mean creating monthly reports from Google Search Console to showcase current campaign performance and compare it to past performance. You might think about creating quarterly reports documenting changes over time for other marketing initiatives. Whatever the schedule, make sure you’re prioritizing regular reporting. This way, your team will always have the most accurate and up-to-date information.
You’ll never get the data you want if you use every analytics tool under the sun. Find two to three tools that work best for your business. Campaign managers in eCommerce, for example, might form a tool stack using Salesforce for CRM, Google Analytics for content marketing initiatives, and Looker Studio to create and monitor data in a digital marketing dashboard. With the right tools, your team will have what they need to set and track KPIs, collect and use the data, and document this info in key reports.
With so much data, how does a campaign manager know where to start? The best-kept secret to quality data is looking at the right sources. Here are several key sources of data that can be considered the most important when breaking down content marketing campaign performance:
Focusing only on the data that’s most relevant for your campaigns ensures your team stays on track to reach KPIs and brand goals. Plus, you’ll avoid any issues that could cause inaccuracies or result in poor quality data.
Check out these resources for more on making your data work for you:
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