The world of marketing has gone through a fundamental change with the rise of new digital media. Platforms like Google, Facebook, Instagram, Twitter, Youtube give marketers a better than ever opportunity to communicate directly with their clients. As companies spend millions of advertisement dollars on these platforms, there is a natural desire to optimize digital campaigns to generate the best ROI. While there are many techniques out there to optimize campaign performance, understanding and choosing from these techniques can be overwhelming. With limited resources, what should you focus on to make sure your campaigns drive the most business impact?
At Graphext, we have worked with many marketing departments and agencies to improve their digital campaign performance. We believe using analysis powered by data science could help you find the most cost effective approach to optimize your marketing effort. So let’s look at some of the best analysis that could enhance each step of your marketing action:
Even though these analysis may make sense to you, you can still encounter challenges in using them. And this is due to a few factors:
First, it is hard to get data from different social media. The most popular social media such as Facebook, Instagram, Twitter, each has unique features and you need to learn how they work in order to extract the data and run analysis out of it. In addition, if you are looking at a holistic social media approach where you are comparing information across all platforms, it is very time consuming and difficult to blend all the data to get a big picture understanding.
Secondly, to create meaningful analysis, you need a lot of data points, and it is not something you could process easily using traditional tools such as excel. Finding an effective and efficient way to process large amount of data effective is the key to unlock the insight from your data.
Lastly and most importantly, you need an easy way to run data science analysis. While data science techniques are widely available nowadays, few marketer has the skill set to take full advantage of it. Therefore it is natural for them to look outside for software solutions. There are many so called “social listening” or “marketing analysis” tools out there, but they work merely like a dashboard — they track and count key metrics like counts of key words, hashtags, followers, etc. Very few software allows you to go further into the complex analysis such as NLP, time series, sentiment analysis, etc.
At Graphext, we provide a data science software powered by the latest techniques. It helps marketers gather and process vast amount of data from different channels (social media, ads, promotions, etc.), and run customized data science algorithms to optimize each step of your marketing action. To find out more about it, ask us for a demo.
