Mark Twain once wrote, “it’s not what you know that gets you in trouble. It’s what you know for sure that just ain’t so.” Those words, originally written as a warning to Huckleberry Finn, apply equally to marketers who are basing their careers on opinions instead of hard facts.
Customer-driven marketing relies on smart data, but sometimes marketers struggle to decipher what matters from the hordes of data they’re generating in their campaigns.
A recent study by Blue Venn showed that 86 percent of UK-based marketers said they collect too much data and they just don’t know what to do with it. 57 percent of UK and US marketers said that they are unable to form an accurate 360-degree view of their customers.
A further study by IBM found that 80 percent of marketers are increasing their time spent working with data. 71 percent feel overloaded by the amount of data, while 70 percent think that data is a valuable asset that isn’t being fully utilised in their organisations.
The same study showed that only 29 percent of marketers believe they have the necessary skills to analyse data.
It’s clear: marketers have reams of data to sift through – but no idea how to properly deploy it.
Why a marketing dashboard can save you time and money
For many overstretched marketers, a marketing dashboard is the answer to their problems as it helps them cut through the numbers to get to the analytics that really matter.
Statwolf’s marketing dashboard integrates seamlessly with major web platforms, including Google Analytics, Facebook and LinkedIn, with all the results showing up instantaneously on a simple and easy-to-understand dash. The data is highly visual so you can see exactly what is working and what isn’t.
It’s not just a case of ease of use, but of efficiency too. A recent study shows that marketers are spending, on average, five hours and 36 minutes a week working with customer data. While that’s a lot of time, just under a third (29 percent) believe they aren’t spending enough time analysing their data.
Now, imagine if that five and a half hours could be reduced by half – which is quite a conservative estimate. That would give you back two hours and 48 minutes a week. Or, over the entire year, that’s an extra 18.2 days that you can spend on creative ideas, client meetings, and impressing the C-suite.
Spend no time at all extracting your data
One of our clients, a marketing agency in Italy, had a long list of corporate clients and was struggling to make data-based decisions. Some employees were spending 80 percent of their time on data collation and creating reports for management.
After working with Statwolf and our specially-designed dashboard, the agency saw a huge reduction in time dedicated to data extraction and analysis. Think about that for a second – that means no more trawling through the back-end of your analytics tools or deep-diving into Excel spreadsheets.
In addition, the agency also saw a significant reduction in the time dedicated to preparing reports for clients. All that time saved can be put towards more value-added activities like account management and optimisation, ideation and the general creative process.
With a marketing dashboard, data no longer has to be indecipherable or time-consuming. Instead, technology is an enabler for marketers to make smarter decisions and see better results for their brand.
“We have seen results like this with many of our marketing clients,” confirms Serena Pisati, Statwolf’s Brand and Marketing manager. “They spend hours wrestling and fighting with their data but our team of data scientists can eliminate that part of the process for them. We consult with each of our clients to help them get the most out of their data, and once they’ve used the Statwolf dashboard, they wonder how they ever lived without it.”
Want to see how much time Statwolf could save your marketing team?