If It Can Be Analyzed, It Should Be Analyzed
Updated: Aug 31
Data analysis: The key to successful marketing.
If that’s not true in your realm, something needs to change
“I’m No. 1” is something managers and executive directors running marketing campaigns should remind themselves of regularly. This is to ensure they get the results they want in their businesses. Never apologize for asking for results on your marketing activities as quickly as they are available. Thus making your marketing campaigns No. 1.
Why? Because these are the activities that make organizations more money. Because your campaigns support corporate goals, non-profit missions, and ultimately, the bottom line.
Over time, you shouldn’t have to ask. The back-end data should find its way to you proactively, with the right team members in place.
As Marketing Director for a prominent Valley financial institution, I’d ask for daily and even multi-daily results on, say, a costly Google Targeting campaign. And often my team members resisted the laborious requests, wondering repeatedly:
What can change in a day? (A lot.)
Why re-draft the content so often? (To get better results, or at least try.)
What’s the point of A/B marketing? (Seriously?! I’m not answering that…)
Why spend so much time on this? (Because that’s what marketers do, until they find ROI, or even incremental upticks.)
What I should have reminded myself of is: I’m No. 1—or at least my marketing campaign is. I operate under the assumption that everything that can be analyzed should be analyzed. And if that’s not true in your realm, then something needs to change.
I’m No. 1—or at least my marketing campaign is.
For nonprofit organizations, being No. 1 means holding your fundraisers accountable for using the (very expensive) donor database as a CMS, or Content/Customer Management System. It’s typical for some sales professionals in non-profits to resist using the database. Why?! Using it effectively means raising more money and being transparent with the team. This translates to properly communicating with donors at each crucial verbal interaction because everyone has access to the most up-to-date information.
It also means communicating with your donors when they actually want to be communicated with. The “send to all” or “mail to all” mentality just doesn’t work. Trust me, I’ve done the research and analyzed the data. Secondarily, there’s compliance with the Global Data Protection Regulation (GDPR) to think about.
Each touch-point with a prospect or donor matters. After all, donors have plenty of reasons to take their money elsewhere, if, for example they:
Believe you don’t know them because your data is incorrect and out-of-date.
Don’t like the find-your-way-in-the-dark interaction they have with you when asking questions.
Receive mailings or emails that don’t fit their giving history.
Feel the relationship isn’t being properly nurtured.
Reminding yourself that your campaigns and donors are No. 1 really puts things into perspective. When the goals and expectations are not met by certain team members, something needs to change, for the good of the organization.
Each touch-point with a prospect or donor matters.
Times are changing. Previously we didn’t have data to analyze and help guide us in our marketing and communications. Think of your back-end data as another staff member. You have to pay attention to it (often), nurture it, and you can’t go on vacation from it.
If it can be analyzed, it should be analyzed, for the best of the organization.
About Jill Collins
Jill Collins at j.comm marketing is a true professional who specializes in breathing new life into brands as a freelance or contract contributor. She is a proven and trusted partner when it comes to understanding an organization and its culture. Her talent lies in marrying a client’s wants and needs with logistics, both in marketing and with donor databases. Give Jill a shot. She won’t let you down.