Revamp Your Customer Experience: Think Small

You can have all the correct systems in place, but if your customers are having a subpar experience, it won’t mean much. The term ‘big data’ has been gaining ground since the 1990s, especially over the past five years. But with all this data companies are stockpiling, much of it simply takes up storage space. A report by Forrester showed that an estimated 60 to 73 percent of all enterprise data goes unused.

We’re learning the hard way that big data isn’t always better. And it doesn’t always translate to accurate insights. In fact, studies show a wide trend of mismanagement when inexperienced teams try to interpret tons of data. Most organizations are still in the transition phase of implementing a data-driven business model, and for many, that means starting small is better.

Consider two well-intentioned teams: One has triple the amount of customer behavior data, but no infrastructure to draw concrete insights from it. The other has limited data, but a skilled team and appropriate systems in place to take actionable steps on all of it. The first team is unfortunately in over its head, while the second team is thriving – by thinking at a more granular level.

Narrowing down your focus to a few key areas that drive performance is better than trying to achieve everything at once. By examining companies who’ve used data analysis successfully in recent years, we can see how a narrow focus is actually what brought them success.

Marketing expert Martin Lindstrom published his 7th book, Small Data: The Tiny Clues That Uncover Huge Trends, after noticing that the big data craze was overshadowing the potential that small bits of information have. In the book, he presents a series of case studies revealing how “small data” saved big companies.

"Big data" means large data sets that have different properties from small data sets and requires special data science methods to differentiate signal from noise. In other words, more correlations without causation leading to an illusion of reality.” - Michael Walker

Lindstrom’s take has been called more human-centric’ than traditional approaches because he encourages brands to pay attention to individual customer interactions. He advocates for smaller sample sizes and making data-based decisions only if it aligns with values and vision.

While it sounds obvious, it’s an approach that could easily fall to the wayside in the trek toward more and bigger data. Small organizations are often led astray from this tried and true approach of leveraging one-on-one interactions, instead feeling pressured to invest in technology that is too much too soon. And when different types of data insights are suggesting contradictory truths, it gets even more difficult.

LEGO was on the verge of bankruptcy in 2002 until a small insight revealed what drove families to purchase their toys. They’d been assuming that in the ‘instant gratification’ age, kids wouldn’t want to spend time building complex toys. Big data insights indicated that simpler toy sets would increase the company’s sales, but the idea proved false when sales plummeted further.

In an attempt to salvage the company, LEGO researchers went to visit customers in person, and one child’s story revealed an insight their current data wasn’t showing. The time it took to create a specific outcome was actually a source of pride for the kids – They didn’t mind the complexity, in fact, they preferred it.

The company recommitted to what they did best – toys with smaller, more complex pieces and saw a resurgence in sales. The Lego Movie was another result of these customer conversations that put LEGO back on the map.

We often hear about how small organizations can leverage big data, but rarely do we hear about how huge organizations leverage small data in pivotal ways. You may be tempted to think that large-scale quantitative data is best in every circumstance, but Lindstrom’s case studies prove otherwise. LEGO’s openness to exploring more qualitative data through personal interactions got them back in touch with their audience, saved their company financially, and helped them create a truly personalized customer experience. Win-win-win.

There is value in big data, but there is also value in small data, especially when it comes to improving your customer experience. Organizations that can pay attention to the little things and not get swept up in every big data trend are more likely to stay grounded and connect to their audience consistently.

Source: https://blogs.constantcontact.com/small-businesses-data/

As with any tool, data is only useful if the users know how to handle it. If there’s anything Lindstrom’s small data approach teaches, it’s that your data must be high quality – based on true connections and interactions with customers rather than impersonal assumptions. There’s so much data in the world, but not all of it is of equal value – and some if it may even contradict your next best step. If you’re working to revamp your customer experience and haven’t had success with traditional approaches, thinking small may be the answer.

Just because big data doesn’t serve every situation doesn’t mean you have to throw the baby out with the bathwater. AI and analytics can go hand-in-hand with this approach to ‘small marketing.’ With the one-on-one capabilities AI enables, you can exercise precise customer segmenting and glean insights from small groups of your audience. From here, you’re empowered to connect with each demographic authentically. This ongoing cycle of gathering small data, gleaning insights, and taking small action steps creates sustainability and clarity in your business strategy.


Building Your Data Game Plan for 2020

Building Your Data Game Plan for 2020

By 2020, businesses using data will see $430 billion in productivity benefits over competitors who are not using data. - The International Institute for Analytics

January can be a great time to get clear on goals, expectations, and desired results before diving back into work. It’s also an ideal time to look back on what didn’t pan out, and what aspects of your strategy proved to be a waste of time.

 

Out with the Old

This is ‘step zero’ of structuring your data game plan for 2020. Before new initiatives can be enacted, organizations need the awareness to pull out of projects that aren’t working out – or at least redefine their parameters. Having valuable money and resources tied up in projects that are seeing no tangible results will dilute your success, even if you’re equipped with a winning game plan for the upcoming year.

So before doing anything else, consider the sunk cost fallacy as it pertains to your analytics strategy: Just because you’ve invested time, money, and talent in a project doesn’t mean you should continue it out of obligation. Cut ties with data projects that fail to provide meaningful insights you can act on. With this knowledge, you can move into 2020 with a clean slate and more space for new ideas.

Pinpointing Big-picture Goals

“The word priority came into the English language in the 1400s. It was singular. Only in the 1900s did we pluralize the term and start talking about priorities. Illogically, we reasoned that by changing the word we could bend reality. Companies routinely try to do just that. This gave the impression of many things being the priority but actually meant nothing was.”
Greg McKeown

Time is finite. The more priorities you choose, the less time you have to spend on each priority. An organization that struggles to narrow down its goals can become a jack of all trades and a master of none. Grinding along like this will make results seem impossibly slow.

Instead of trying to juggle it all, a high priority goal with fewer challenges standing in the way may be the right focus for the time being. Some big-picture goals might be increasing online presence, customer retention, or shareholder value.

Translating Goals into Analytics Tasks

 

It sounds like a cliché productivity tip, but breaking down big-picture goals into achievable tasks is critical, especially with something as complex as data analysis. Most organizations know what they’re supposed to do: collect data and attempt to put it to good use. But when data go to waste, it’s almost always because of a lack of follow-through.

 

Oftentimes, what seems simple in theory becomes a huge mess of incompatible data that leaves teams confused and stressed. Teams often launch into projects that are meant to define their sales strategy for the year, only to find the project takes triple the anticipated time or unforeseen tech issues prevent it from happening at all.

Harvard Business Review suggested teams follow these rules to stay on task and extract real value from their data:

 

  1. Use simple models and “focus on reducing the time between the data acquisition and model development.
  2. Explore more business problems quickly rather than exploring one with a highly complex model.
  3. Gain insights from samples of data rather than all the data.
  4. Automate data processing techniques rather than re-doing them manually.

 

The more organizations can simplify and streamline tasks, the easier it is for team members to stay focused on the main objective. To do this, you’ll need assistance from digital tools.

 

Identifying Necessary Technology

 

We emphasize the critical strategy of saying ‘No.’ Not every team needs to be doing AI. Analytics is not a race to be the most advanced or most mature. Avoid chasing trendy technologies that may have little business impact.” - Donald Farmer of TreeHive Strategy

With the plethora of data tools available today, it’s so easy to invest in something fancy you don’t actually need yet. Many knowledge hubs for businesses share the ‘top data platforms’ or the ‘best analytics tools,’ but few help you distinguish between what you personally need and what is irrelevant.

 

When it comes to data tools, a few key considerations can help you single out the right technology. Most major data platforms include standard scalability, security, visualization, and integration features. So instead of looking for tools with the most features, think about what you’ll need the tools to do. How can it help you execute tasks?

Source: https://medium.com/@liyenz/types-of-analytics-649acafe8966

 

Data Education & Security  

Lastly, its crucial that organizations stay on track with self-education. In other words, building a company culture that values data and at least loosely understands it will be vital as the workplace becomes increasingly data-driven. Of course, not all team members need the same level of understanding depending on their role. But when analytics goals and plans are not communicated to team members regularly, this is when silos can disrupt workflow significantly. In addition, teams that don’t have a strong culture of data education are more likely to be unaware of compliance and data security issues, which are expected to be an even bigger theme in 2020.

 

Information is what ultimately moves organizations toward a better future, and data is the “how” in that equation. Equipped with a strong data game plan for 2020, any type of organization can succeed more quickly than ever before.


The Evolution of Black Friday: From In-Store to Online

Black Friday falls on November 29th this year. With the renowned shopping holiday just four days away, we’re looking back on Black Fridays past — drawing predictions and analyzing the bigger story behind this annual gold mine for retailers.

Black Friday in Review

The term “Black Friday” first appeared in 1869, the day of an epic stock market crash in the US. Clearly, the term has done a 180, now signifying the opposite of economic collapse as consumers gear up for some of their biggest purchases of the year.

The day following Thanksgiving has been associated with shopping since the 1930s, when advertisements in the Macy’s Thanksgiving Day Parade enticed growing crowds of onlookers on the streets of New York City. Fast forward to today, and Black Friday is now an internationally observed day of spending.

Black Friday 2018: From In-Store to Online

Black Friday has gotten a makeover in the information age as retailers notice shifting consumer trends and try to keep up. Unsurprisingly, the most notable of these trends is the popularity of online shopping and how fast it’s growing.

Research shows that in-store Black Friday traffic has been declining since 2016. But thanks to ecommerce, that doesn’t mean dwindling profits for retailers.

Black Friday 2018 raked in 6.2 billion in online sales, a growth of 23.6 percent year over year.” And the kicker: Cyber Monday yielded $7 billion worth of merchandise soldmaking it the largest online shopping day of all time in the U.S.”

One source showed that smartphone sales reached an all-time high of $2 billion, and more shoppers chose to buy online and pick up in-store than in previous years. source

Of course, many shoppers want to avoid the chaos, crowds, and long lines to shop deals from the comfort of their home – but how exactly are they shopping online?

On Cyber Monday 2018, direct website traffic ranked highest for driving revenue at 25.3 percent share of sales, followed by paid search at 25.1 percent, natural search at 18.8 percent, and email at 24.2 percent. Similar to past years, social media continued to have minimal impact on online sales at a 1.1 percent share.

Large retailers, on average, had more success with smartphone sales, while small retailers offering more specific items did better with desktop sales.

All of this data brings us to the fundamental question: Is Cyber Monday slowly phasing out Black Friday? Aside from Cyber Monday, we’re seeing other trends that draw focus away from shopping on Black Friday itself.

Black Friday 2019: What’s in Store

In the past, not waking up early to brave the crowds meant missing out on deals. But ecommerce has changed the game, providing easier ways to buy.

Some suspect that 2019 may be the first year Cyber Monday deals overshadow Black Friday deals.

The likelihood of trend continuing is high, considering how web shoppers aren’t really missing out on anything. Historically, it’s been shown that most supposed in-store only deals are actually online too. source

Along with Cyber Monday, Small Business Saturday has also gained significant traction in recent years to encourage consumers to not forget about small businesses. In addition, big brands like Best Buy and Walmart have already started announcing deals the week before Black Friday. The Kohl's online Black Friday sale is already underway as of today (November 25th).

With all of this hype leading up to Black Friday and after it, the holiday is quickly extending into a full week.

“As stores moved their Black Friday Sales on Thanksgiving Day, they faced a backlash. To avoid the backlash, more and more stores are moving their sale online on Thanksgiving Day by still keeping their physical stores closed. As a result, Thanksgiving Day is emerging as one of the main days for online shopping. The Wednesday or more specifically Thanksgiving Eve has also emerged as another time when several stores start their Black Friday Sale.” source

This brings us to another fundamental question: will Black Friday eventually expand into a month-long series of deals and discounts?

Both consumers and businesses are reverberating this pattern as more shoppers report starting their holiday shopping in October. It’s also not uncommon for retailers to start advertising their Black Friday week deals in October.

Data Drives Retail Decisions

Data allows businesses of any size to take maximum advantage and forecast the best Black Friday results. There are several ways retailers are already doing this.

For big brands, using the prior year’s Black Friday data to prepare and make predictions for this year is standard practice. With more in-depth analysis, businesses can also identify the most in-demand products so they know what deals to offer. Tracking revenue also helps businesses aim higher each year and know what decisions helped them achieve that lift.

Machine learning helps brands predict how much a customer will spend using deep neural networks. These networks take unstructured data sets and comb through layers of information. Just as Netflix offers recommendations based on a customer’s unique views, businesses can offer specific products to customers who are most likely to want them. By experimenting with different models, data scientists can extract precise information that gives brands the best chance of success – and on a holiday like Black Friday, that can have a major impact on revenue.

Black Friday Prep for Small Businesses

If you’re offering Black Friday deals, there’s lots to do in preparation for the big day. Checking inventory, making sure your site can handle the extra traffic, selecting items to discount, beginning email marketing campaigns, optimizing for mobile buyers, and, of course, tracking your performance.

Studies show that retargeted ads are hugely impactful for Black Friday sales. “Apps running retargeting enjoy a significant revenue uplift on Black Friday compared to those that don’t. The gap was most pronounced in the US, with a staggering 14 times difference.” source

Whether you’re a Black Friday fan or not, it’s useful to observe the digital trends that have transformed the holiday over the years. It’s these same trends that are influencing small business sales both on and offline.


Marketing Automation Trends to Watch For in 2019

Automation has always had a big role in marketing. From the very beginning, automated technologies and the artificial intelligence (AI) that power them have been used by companies like yours to provide a better customer experience.

In 2018, the key developments in the consolidation of technologies, with many companies acquiring the programs and systems they need rather than develop them internally. Some of that will continue. Marketing automation is technology-heavy and in many cases, it is cheaper to buy new tech than create it - but that is only scratching the surface of what is happening in marketing automation for 2019.

More Personalization

One of the biggest buzzwords out of the marketing world in 2019 is "personalization." Until recently, this term was used to mean the way a company can deliver a more personalized experience to its customers, such as automatically sending out emails that correspond with each buyer's shopping tendencies, highlighting specific products when a customer visits your website, and so on. According to MailChimp, this type of customer segmentation has open rates that are more than 14% higher and click-through rates that are almost 101% higher than marketing efforts that are not so differentiated.

In 2019, personalization is expanding to inbound content.

Inbound content has historically been one of the best ways for a company to attract website visitors. A closing on each article with a call-to-action was the gold standard for compelling people to stick around, contact the business, or buy a product. Content is still big, but now it is getting a makeover thanks to personalization. New systems allow specific content to be tailored to buyer demographics as well as shopping behavior. For example, a work from home mom who clicks on a link for "spring styles" is going to see the type of outfits she tends to wear, say maybe jeans and leggings, while a professional woman is going to see more business casual clothing and suits.

Predictive Lead Scoring

Predictive lead scoring is also gaining traction. Companies are using data analytics and AI to take traditional lead scoring models to the next level. In earlier evolutions of lead quality evaluation, the most relevant factors were selected by people and thus, subject to human error. Big data is making it possible for organizations to look at sales and evaluate all the factors that correlate with sales conversion, from basic demographic information to minutia that a human evaluator would likely miss.

Powerful and effective, new scoring models not just identifying more casual relationships, but they are helping companies uncover customer bases that had previously been overlooked and identify new opportunities.

Fewer Forms

Customers like a personalized experience, so you can expect automation to infiltrate other areas that are normally more standardized, like filling out forms.

"Forms are used to collect data about prospective customers. But, forms are passive, and people avoid filling them, especially since they're mostly using their cell phones to surf the net," explains Contentworks. "Forms can be replaced with chatbots, which use artificial intelligence to have a conversation with website visitors." Newer systems could allow this to happen over text or through speech. Either way, your company can use that chatbot conversation to collect information about your customers while highlighting key aspects of your brand, such as your company culture or products.

In addition, chatbots will change how customers interact with your brand when they have a question or concern. Traditionally, a shopper would need to go to your website, click on a "contact us" button, and route their own query by saying what their issue concerns. This is another type of "form" and it is rapidly becoming passé. In 2019, chatbots are collecting all that information, then routing the issue to the appropriate person or solving it without human assistance. It's a game-changer and one of the key ways that early adopters can differentiate themselves from other companies.

Illustration showing key elements of GDPR (effective 25 May 2018) - DPOs, Compliance, Data Breaches and Personal Data (http://www.iworkglobal.com/quick-guide-to-gdpr/)

Data Security

Last year was also the year of GDPR - shorthand for the EU's General Data Protectionism Regulation. This data security standard covers the methods companies must take to safeguard data and the steps they must take after a data breach. While the GDPR went into effect in May 2018, companies should be aware that any market automation efforts will have to remain in compaliance with the EU regulation.

Technology and Integrations

According to Forbes, around 87% of retailers believe that having an omnichannel strategy in place is important to their success, yet only 8% of respondents offer their customers an omnichannel experience. Expect that to change in 2019.

Historically, technology has been the biggest hurdle to making omnichannel a reality. Only the biggest companies with the most resources were able to sync the information they learn from customer buying behaviors with the emails they click on, their browsing histories, and their mobile shopping tendencies. Omnichannel marketing was expensive to set up and manage, but that was then.

More and more marketing tools are becoming capable of consolidating information, delivering a cohesive marketing message across channels, and analyzing the success of those efforts. For example, Adobe uses Marketo technology (a recent acquisition) to integrate email marketing with social media efforts and generate personalized content that gets clicks, then they generate analytics to continuously hone their approach.

Key Trends

Personalization: Connecting Content & Data—Ethically (CMO.COM)

  • Companies in 2019 will work on building agile marketing execution models in which cross-functional teams can experiment, leveraging the data and technology stack to capture value.
  • New laws such as GDPR—plus California’s privacy law, which comes into effect in January 2020—means marketers must be focused on ensuring ethical data collection practices and earning consumers.
  • American companies will begin preparing for the CCPA during 2019.

Account-Based Marketing In B2B To Hit New Highs (CMO.COM)

  • Sales and marketing executives need to align teams, technology, and governance models around a strategic set of target accounts.
  • Sales cycle length, customer retention of exposed accounts, and strategic accounts engaged are just some of the measures of success for ABM in 2019.

Video Ads Will Continue To Grow (chiefmarketer.com)

  • As consumers spend more time on their smartphones watching videos, advertisers are expected to spend $20 billion on mobile video in 2019 (up from $2 billion in 2015), and video is expected to account for 85 percent of total Internet traffic by 2019 (both live video and video ads).

During 2018, 65 percent of ad impressions on Instagram were the result of video content, and this is expected to grow even further. 

Messenger Ads and In-App Ads are on the Rise (chiefmarketer.com)

  • The top APAC chat apps are already ahead of western developers in using messenger ads to reach audiences. In South Korea, a country of 50 million, KakaoTalk counts 32 million local users who spend an average of 850 minutes on KakaoTalk per month.
  • 55 billion messages are sent via WhatsApp every day.
  • In 2019 the number of apps using in-app advertising will grow by 60 percent as advertisers increase conversion rates with these captive users.

Macro Trends: APAC App Ecosystem Expands into Europe and U.S. (chiefmarketer.com)

  • In the global mobile ecosystem, Chinese and other APAC-based apps from chat to mCommerce began to soar through the ranks of the U.S. and EU app stores in 2018. Discounts, seamless payments and customer service were driving factors in APAC apps gaining traction in global markets.
  • Traction will continue to grow, and with it, new concepts being introduced by APAC to western markets like social commerce are expected to rise with social media and campaigns in 2019.

OTT and connected TV seek starring roles in ad budgets (MarketingDive.com)

  • While over-the-top streaming and connected TVs have forever changed how consumers watch movies and linear programming, advertisers are still trying to determine the best ways to reach viewers and wondering if the scale of broadcast TV can ever be replicated. Answering these questions will be top of mind in 2019 as cord-cutting continues.

People are putting more trust in others they know and reputable content, not ads. (Forbes.com)

  • 30 percent of all internet users are expected to be using ad blockers by the end of this year, meaning traditional ads now won’t even reach 30 percent of possible target audience members.

Understanding how the customers communicate will be vital. (Forbes.com)

  • Close to 50 percent of all searches will be made through voice search by 2020.
  • As adoption becomes more mainstream, brands will move from gimmicks to finding ways to add real value to consumers lives. By 2020 it’s predicted that every major brand will have a voice strategy baked into its marketing plans, so time for us all to get thinking.  
  • A report by Slyce revealed that 74 percent of shoppers found text-only searches to be insufficient when searching for products

The rise of UX Writing (WiderFunnel.com)

  • UX writing can be distinguished from copywriting by its lack of focus on selling; instead, the UX writer seeks to guide a user through a website, app or product in a clear and delightful way.
  • In 2019, expect to craft messages that do more than sell; write to guide, write to motivate, write to delight.

Mobile will become supercharged (TheDrum.com)

  • Won’t kick in until the end of 2019 when the first networks will start to roll out their fifth generation mobile technology; 5G is going to be the rocket fuel we’ve all been waiting for from a mobile data point of view.
  • Brands will be more ambitious and creative with their plans, confidently bringing mobile content to the fore.

Love thy neighbour (TheDrum.com)

  • Unlike any other time in recent history, the threat of global conflict looms heavy; from the Middle East, Russia, Korea and China. The arguments, the uncertainty and the political jockeying are not going to abate anytime soon, which provides an interesting opportunity for brands. Read: Not necessarily political stance but an emotional one.
  • 88% of people felt the need for unity and 60% thought brands could help achieve this.

Conclusion

Marketing automation is changing in 2019. Personalization and chatbots are becoming necessities while influencer marketing is getting a makeover and omnichannel efforts are becoming more attainable and more unified than ever before. Companies looking to use marketing automation should take note and look into ways to apply new technologies to their businesses - before one of their competitors does.


Why Marketers Need to Pay Attention to Real-Time Analytics

You know that old cliche about opportunity knocking only once? It's true. That's probably why it's such a cliche. In marketing, staying plugged into real-time trending topics presents opportunities that can be capitalized on and turned into awareness, engagement, or even selling opportunities.

 

Oreo is a perfect example of how having a creative team that's ready to act on a whim can be turned into marketing gold:

 

 

For context, a power outage interrupted the 2013 Super Bowl that led to a 34-minute delay while electricians tried to get everything working again. Oreo managed to whip this together during that time, garnering over 15,000 retweets, 6,000 likes, and lifelong notoriety as an example of how beneficial real-time marketing can be.

 

Four years later, more people likely remember this ad than who won that year's Super Bowl (It was the Baltimore Ravens narrowly staving off a frantic San Francisco 49ers comeback).

 

Or how about this one from Arby's which generated a staggering 80,000+ retweets.

 

 

One question made at the right time generated worldwide awareness. Would Arby's ever had generated 80,000 retweets from a conventional tweet that was implemented during their strategy meeting weeks prior? Most likely not. They were able to drum up that much attention and engagement because it was topical and hundreds of thousands of people at the time were tuned into the Grammys and social media.

 

What's most impressive about these two in particular is they were completely spontaneous and unpredictable. Nobody could have imagined the Super Bowl lights would have went out, nor would anyone have thought Pharrell would wear a hat that looks like the Arby's logo (Barring a secret endorsement deal between the two).

 

Some brands can write up a tweet in advance just in case of an occurrence, as NASA did here, but it's going to impress upon people even more if you write up an ad that nobody would have seen coming. Then they'll say, "Wow! How did they get that out so fast??" and that's when the awareness and engagement really rolls in.

 

This is where social media really benefits the marketer. It allows their advertising to be as topical as it can possibly be, reacting in real-time to events the rest of the world is watching and joining the conversation.

 

Being able to seize opportunities during events is key because most people watching that event are also likely to follow the discussion around it on social media. Twitter, specifically, is the top platform for this since it's where real-time conversations are occurring most.

 

People have opinions, they want to spout them off, and there's nowhere better for that than Twitter. Thus why Oreo and Arby's immediately turned to Twitter to send their messages heard 'round the world. Nowhere else can people engage on a single conversation with others better than the social media platform that best corrals conversations on specific, trending topics.

 

Paying attention to real-time updates goes beyond trending topics, however. It also includes website optimizations and data that can also be immediately seized upon. Amazon.com, for example, practices utilizing real-time updates in plain sight without you even really noticing:

 

“Amazon has at least five sections of recommended items based on your browsing history: New for Your, More Items to Consider, Related to Items You’ve Viewed, inspired by Your Browsing History, Additional Items to Explore. How do they do this? Targeted marketing. Real-time recommendations create a personal shopping experience for each and every customer….

Amazon is able to effectively upsell and cross-sell products at every interaction point.”

 

Everything you search for, add to your cart, or buy on Amazon is immediately sent to a database used by the company in real-time to find items you would most likely want to purchase. This is how they turn single sales into sales that double, triple, or quadruple amounts spent by buyers, because you just can't have that one frying pan you really wanted without a full knife and dinette set.

 

You can also even split-test with real-time data, again another tactic used by Amazon to determine the most effective optimization. However, it's a tactic that can be employed by anyone as it simply involves moving things around on a website, determining where people are more likely to search and click, as well as what CTAs they're more likely to click on:

 

“Let’s say you wanted to test a couple different versions of a new “Purchase” button to see which one received more in-app purchases. A developer can setup a quick split test, let it run a few minutes, and stop it. Within a few minutes, the data they would have would be significant enough to make a decision."

 

This is a quick and easy way of determining what works and where. Of course it would be better to run it over the course of a week, thus allowing for more volume, but you can still gain some takeaways and insights from a few days worth of metrics.

 

Real-time analytics allow you to make real-time optimizations, rather than sitting on your hands waiting for a campaign to end. It adds some spontaneity to the rigidity that serves as both a gift and curse to marketing agencies. Having a set, organized campaign is always helpful, but, as we've seen throughout this blog, you raise your chances of going viral by capitalizing via real-time decision-making.

 

Creativity never takes a day off. Even when the Super Bowl is on and you already made up your ad for TV or social media, real-time occurrences that will make the internet explode need your attention. These are the opportunities that only come around during significant events.

 

Some of our top campaigns have been a result of noticing these trends. When a coup was being staged in Turkey, we saw this as a perfect opportunity for introducing our real estate client to a new market.

 

Sure enough, Turkey to this day remains one of our most interested regions, simply because we made ourselves noticeable in a time where people were at their most likely to move.

 

We could have ignored it. The coup began at 6PM where we were and that was closing time. But rather than let an opportunity go to waste, we wrote up some ads, identified some regions, and sent them for the people to see. We now have an entirely new region to market to.

 

Just like with everything else in market, going the extra mile can change the course your agency takes. You can be the agency that stays rigid and does everything within a 9-6 block, or you can be the one that makes great marketing campaigns AND pays attention to trends that happen off the clock.