May 2016

The Best Way to Present and Report Your Data

We have seen so many bad examples and sat through hour-long presentations on KPIs and measurement charts with a great set of data pieces and an endless number of slides. So we decided to write about the best way to present and report your data. This process applies to all kinds of businesses and business cases with any analytics background and data coming from any measurement system. This simple process will help you get the best out from data. 

What did you find?

The first phase of the process is data findings. From any analytics system, you will have huge chunks of data streams that will generate results for you. You spot a correlation between two variables or you spot a trend in a timeframe on one metrics. If you have goals already, they can help you focus on where to look for findings.

Present your findings clear and straightforward. Discuss what you have found and what you think this pattern means for your business partners. A simple visual representation can help evaluate the findings.


What did you learn?

The second phase of the process is learnings, takeaways or insights. This phase is where your analytics experts come along, analyze the findings and come up with great learnings. Learnings are explanations of data results: a simple objective explanation of the ‘Why is this happening?’

Learnings have in-depth meanings. Your business and business case gives the context for every learning and drives them to actionable insights. Present your learnings in correlation to your business: what benefits will our business have with these learnings.

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What will you do?

A perfect data presentation is nothing without actionable insights turned into marketing actions. You’ve got your findings, you’ve put them in context with the learnings, now what will you do to drive the business forward? In this part, a strategic mindset works best, but a considerable degree of marketing expertise also won’t hurt.

This week we will show you the best tips to maximize your digital analytics success. Please join our weekly Q&A on digital analytics where we answer all of your questions.

The Main Differences Between Analytics and Insights

So you decided to implement some analytics tool under your digital ecosphere.

More than likely you’ve come across Google Analytics as it’s a free and useful tool for every business and probably you’ve also searched for other alternative options. We think the tool is not the key factor: it is always the person who analyses the data and turns them into insights. 

There are no perfect tools

First of all, there are no perfect all-in-one analytics tools. Why? Reason number one is a clear business answer: you can’t find any company to come up with a compact tool package for every need, but instead they sell major components as extensions to the software; hence, you have the tools of the trade. One analytics system will be ideal for monitoring your website’s performance; another one will be perfect for tracking your social media channels but you can’t have them together.

Reason number two is because the tools’ capabilities under the hood are different. Ever been in the situation where you measured the very same website’s very same metrics but with two different tools? You might have realized that a simple metric like page views can be entirely different. The reason behind this phenomenon is the internet. Some traffic is picked up as views on a tool but might be dropped out on another. There will always be incoherencies in data analytics. So overall, why should you worry so much about a tool, unless it does the basics for you?


“Bet on the jockey, not the horse.”

Once you’ve selected a perfect primary tool, like Google Analytics, you might be wondering: we need to analyze the data stream. As the “horse” does not matter here, you need to bet on the best “jockey” you can get: your analyst.

The digital analyst is your best option to get huge chunks of data sets and turn them into insights. Figures don’t matter unless they can be transformed into actionable insights, learnings, and takeaways. Most of the digital property managers are “just” well-off with their digital analytics knowledge, so they need an action plan drafted by the number to coordinate their work. No one wants to see a huge pivot table but everyone is curious on what we can learn from digital customer journeys on our website. Your analyst should be the best person to talk to on these insights. Getting the best analyst is therefore far more important than getting the right tool.

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Independent thinking is the key to objective metrics

We’ve already talked about the benefits of having an outsourced marketing expert team. An outsider’s view of a marketing plan is so much more accurate than an internal team’s approach to a problem. With data, it’s even more important. Figures can be neglected and insights can be fabricated and even with our best intentions, expectations can distort our view.

Independent outsider analytics capabilities are necessary to know what’s happening on your digital properties.

This week we will show you the best tips to maximise your digital analytics success. Please join our weekly Q&A on digital analytics where we answer all of your questions.

Marketing Analytics Q&A: How Growth Hacking Improves Customer Acquisition

Growth hacking is part of the marketing techniques for years now, and it’s still a grey area for some of us. In our weekly Q&A session with Neil Walter, we walked through the essentials on growth hacking and how to use it to generate more leads to your business. If you would like to participate in our next Q&A and ask questions, please sign up and register here. To respect our clients’ and prospects’ privacy, we have decided to feature queries which are general in nature and those which do not include sensitive business information. 

How Growth Hacking Improves Customer Acquisition


Where does a growth hacker fit into a marketing team?

Essentially, growth hackers should be in the marketing technologist team, bouncing between the content marketing team and the digital developers. Growth hackers are part insights experts, content marketers, digital marketing specialists, and developers.

What are the essential skills that we can expect from a growth hacker?

They should know the very basic concept of coding to understand how a digital property built up. They should have a detailed, in-depth knowledge in digital analytics and metrics as they need to measure their activities and performance. They have to know a lot of content production and the grounds of content marketing, although a great content marketer can be a substitute. A robust digital direct marketing knowledge could also help. Overall, they are an all-rounder with the emphasizes on insights and digital marketing.

What are the most reliable social media listening tools?

Sysomos and BrandWatch are the most popular and they are all worth to try. Overall, most of the social media listening tools have the same abilities or sort of, the main difference between the tools is the user experience which can reflect the pricing. The main advantages of using a social media listening tool are to get visual reports on all social channels and have retrospective data on your brand.

How to get to communities and harness the power of a community to generate more leads?

Sometimes astroturfing could work, mainly if you only want to plant simple leads. But you should watch out for the tone of voice and reliability – you have to be integrated into the community where you want to talk. A more efficient way is to use a growth hacker’s knowledge and target individual communities with ads, promotions and any magnets that can pull customers to your website

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Top 5 Tips To Succeed in Email Marketing

We’ve talked about how email marketing is still around us, alive and well. We’ve also introduced the newest trends that will shape this industry. Now let’s move on and review the top 5 tips on how to succeed with your email marketing campaigns.


Frequency and scheduling

There’s no one-rule-fits-all here, but you have to determine the rate of your email marketing campaign. Overall you need to decide on daily, weekly or monthly frequencies. It is also important to schedule your emails for your audience. Make a decision based on your business or get help from an outside expert and plan your emails for maximum impact.

Tailor your content to your audience

Content is everything, but not everyone on your list is interested in the same content. Tailor your content to your audience, or ever better, tailor it to become a 1-on-1 communication master tool. Personalize your content for every subscriber and their activity. Start by welcoming new subscribers and introducing them to your platform. Engage differently with subscribers who enlisted in the last 1-2 weeks. Treat your buyers separately from others. This leads to our 3rd tip: segmentation.

Segment your audience

There’s one mass of subscribers, but there’s not just one list. Create multiple lists of subscribers. Use time as a factor first, segment the audience into new subscribers and early comers. Track their activity and segment them into early birds, buyers and the rest. Every client is different even though you have one tribe.

Track everything

There are 3rd party tools for email marketing, and most of the newsletter services have useful tracking options. Use these tools to track all that’s happening in the mailbox with your newsletters. Also, track everything that happens with links clicked outside the emails. Once you harnessed all the information and insights you can get from emails, you’ll be surprised how much it tells you about your customers. You can turn this data into further segments and tailor your content to your audiences.

Respect privacy but do whatever you can do to grow

We mentioned that email is the most personal marketing tool as it connects individual mailboxes with brands. Respect that privacy. It’s not just about spamming but also don’t deliver promotions where there are no listeners. But in the meantime do everything possible to grow your list. Implement popups and options where users can signup to your newsletter easily. Once users clicked ‘sign up’ you’ll have access to their most important online space: their mailbox. It’s the best long-term communication platform you can get. Respect it and grow it.

This week we will show you the newest trendsWA-W2P3-Content in email marketing and how to harness the power of emails in your marketing efforts. Please join our weekly Q&A on email marketing where we answer all of your questions.

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Top 5 Trends in Email Marketing

Email marketing has always been here and seems it will always be. Neither social media nor the new tools of growth hacking could kill it, and it still overperforms on engagement and open rates like nothing else. More so, email marketing has grown up with the technologies around it, and now it walks hand in hand with e-commerce and mobile marketing. Here are the top 5 trends in email marketing.


Optimize for mobile

Reading an email remains the number one activity on smartphones. It is clear that every email marketing campaign has to be optimized for mobile with responsive design. There is nothing more valuable to a company than a 1-on-1 channel to a consumer with a well-targeted message in their pocket.

Targeting will be more precise

Targeting in email marketing is a bit different than in social media ads or content. But the baseline doesn’t change: people look for personalized experiences. Email automation software will evolve to a point where companies can customize and manage millions of subscribers, sending out highly-personalized emails based on their behavior.


No more HTML coding

You’ve probably seen the new era of websites, like SquareSpace and some elements of WordPress where you don’t need to do any coding to get a great website. Well, that will finally reach email as well: no more newsletter template coding. All new templates will arise, and the new templates will have all the options that any marketer needs, it’s just a matter of drag-and-drop.

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The new era of interactive emails

The one single disadvantage that email had against social media was the lack of interactivity. Now this will change with interactive email template designs. Sometimes it’s referred to as kinetic email. The new templates can offer interactive, clickable brand experiences in users’ inboxes. Animation will also play an essential part in the visuals which will drive the engagement of brands further.

Automation will kick-boost email marketing

When marketing and automation work together, magic happens. Currently, tons of triggers can force automation tools to send out personalized mail campaigns. This trend will continue to rise as new algorithms are implemented and growth hacking will be the norm of marketing.

If the thought of exploring how the power of email leveraging your company’s marketing objectives fills you with excitement, don’t miss our weekly Q&A. Are you ready to jump-start the conversation?