Jayson DeMers from Small Business Trends on why when you really think about it, online marketing and business intelligence were born to work with each other.
Both fields are built on utilizing data to make decisions in order to improve processes and optimize ROI (return on investment). However, for many companies, business intelligence continues to be an elusive concept that never quite finds its way to the top of the priority list.
In my experience, once you learn how synergistic these two disciplines can be, it makes sense to prioritize their integration. From advertising to audience research, below are five great ways that business intelligence and online marketing can work together.
Business Intelligence and Online Marketing Can Work Together
Providing comprehensive target audience data across offline and online platforms can help campaigns be more targeted. Business intelligence allows companies to craft their ideal audience behavior patterns across multiple forms of media — including television, radio, print and online.
This type of research often translates into a starting point for building an online advertising campaign. Along the same lines, online advertising can usually generate faster results reports because they are commonly based on impressions, clicks and online purchases. Instant data can benefit offline advertising campaigns by offering an initial glimpse into the effectiveness of a seasonal campaign, branding colors or new product ads.
Demographic & Behavioral Analysis
Business intelligence firms like Dundas already offer real-time analytics based on online marketing efforts, so it makes sense for Web analytics to have more a presence here. Both social media and search engine marketing campaigns can benefit from the structured analysis that business intelligence experts are already using.
Search engine marketing is slowly becoming more of an analytical position, as many analytics platforms (like Google Analytics) now provide a large depth of data that includes basic demographics as well as user search behavior. For instance, if 90% of all American visitors to your website go to a specific product or services page, then it would make sense to further develop marketing and advertising for that product in the United States.
A 2011 article in Search Engine Land highlights that slow shift in emphasis in data analysis for many available search engine marketing positions. By placing a bigger emphasis on the data behind online marketing campaigns, traditional business intelligence reports can translate how online marketing efforts are (positively or negatively) affecting the bottom line.
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Source: Small Business Trends LLC