Augmented Analytics for Marketing Agencies to Deliver Excellence

Today’s marketing agencies are going more digital than ever and facing a landscape that demands optimized marketing strategies. From paid ad campaigns on social media platforms to content marketing that drives SEO, marketing agencies need to achieve more with less.

While many agencies and marketers possess their own benchmarks to determine the effectiveness of their campaigns, the amount of data being generated across multiple online channels is fast becoming overwhelming.

Digital marketing metrics such as unique page views, backlinks earned, social shares, and cost per acquisition are all disparate data-points generated from complex data sources. The data will have to be analyzed holistically to determine how well a business is performing online.

With augmented analytics, digital agencies and marketing departments within organizations will be able to see the big picture and make data-driven decisions to tighten their marketing roadmap.

Marketing Is Fast Becoming a Data Battleground Where Insights Matter

While going digital for businesses is crucial for survival, it has to be done intelligently in order to sustainably grow their online presence without losing money.

Sure, crafting a digital marketing strategy from scratch will require the expertise and experience of marketing agencies to establish a beachhead and start reaching prospects & generating leads online.

However, as a digital agency, are you able to effectively pivot your client’s marketing strategy to the right channels to generate leads at a discount or optimize existing digital campaigns dynamically to enjoy cost savings?

With all the data available from marketing reporting tools, ‘dirty data’ is still a problem when it can’t be effectively processed.

In fact, over $611 billion is lost every year in the US due to poorly targeted digital marketing campaigns.

In Europe, the marketing statistics aren’t exactly bright either. Almost half of all online ads in France, Germany and the UK do not reach the right audience, resulting in billions of dollars wasted every single year.

FMCG industry giants alone waste close to $50 billion a year on digital marketing efforts that stem from factors that include immeasurable media spend and wrong ad targeting.

Making sense of data and turning them into actionable insights is vital for agencies to maximize the ROI of their marketing activities for their clients – and this has to be done by users across the entire agency, from the paid ad specialists to the SEO strategist.

Augmented Analytics – Helping Agencies Maximize ROI & Deliver Marketing Excellence

Augmented analytics is a collection of solutions and capabilities that help analytics teams with the mining, preparation, and analysis of data to deliver key insights that are actionable.

It comprises machine learning, natural language processing, and automated insights allowing agency teams to make sense of the marketing data being generated across the various channels. 

This means gaining precise insights into key questions, uncovering potential issues before they spiral out of control, and enjoy automated alerts when valuable insights arise.

With augmented analytics, agencies will be able to maximize their clients’ budgets, connect better with the intended audiences, drive more leads and enhance their agency reputation.

Just imagine if agencies could converse with the data to form a new strategy during the holiday season helping their clients sell more. Different, easy, and accurate. Let see how?

The first step would be to understand what were the trends last holiday season and identify the customer purchase pattern. These questions can be asked directly to Qbo, for which it will surface answers in the most interesting and interactive way. While Qbo responds to the trends, it will also able to show if there were any special offers that customers were more attracted to. This is where the agencies can start to explore and refine further by location, preferred day, and timing of the purchase. In this process, Qbo can also help realize if the majority of the purchases were done by a specific mode of payment.  With all this information any smart agency and good marketer can draft an amazing strategy to get their client’s holiday sales to double and give buyers offers and products that would make them happy.

6 Ways Marketing Agencies Can Effectively Utilize Augmented Analytics

1. Analyze Your Data to Build Better Customer Personas & Profiles

Every effective campaign starts with knowing who is your ideal buyer and building a customer persona that allows you to market to them.

Do it well and you’ll be able to craft ads that resonate with their needs, advertise on the right channels frequently, and reach them at the right time when they truly desire your client’s solution.

In order to accomplish this, you’ll need to consolidate and analyze data from a variety of sources to constantly optimize your customer persona after the first initial iteration.

From customer feedback and purchasing habits to the website traffic demographics and social ad clickthrough rate, agencies need a solution that can aggregate, process, and analyze the datasets to gain actionable insights.

With augmented analytics, questions such as

“What are the demographics of our customers that are driving the highest profit over the last 12 months?” 
or 
“Which type of customers should we be targeting to lower our cost of acquisition?”

Agencies will be able to quickly optimize their existing customer personas to better tailor campaigns to reach the audiences that matter for their clients.

2. Maximise Your ROI Across Different Channels

As marketers, we understand that customers are present on a myriad of different platforms – from YouTube to Instagram and LinkedIn. However, the real question is which of these channels are the most effective to grow your brand presence and generate leads for your clients?

Some channels will be more cost-effective in building an audience while others might be better in getting direct lead generation.

With augmented analytics, agencies will be able to immediately identify the marketing channels that are driving the most growth sustainably, and within the channels themselves, the strategies that are working and those that aren’t.

Key questions can be queried to the data such as:

“Which social media channel is generating the most conversions for the least amount of 
followers?”

“Which marketing channel has the lowest cost of acquisition over the last 12 months?”

Augmented analytics will be able to aggregate and analyze all of the marketing data and deliver insights that will allow marketers to identify the best channels to double-down on or start promoting their up-sells or even cross-sell between channels.

3. Better Forecast Customer Demand & Advertising Budget

Perhaps one of the most critical planning agencies to do is advise clients on the advertising budget needed for the upcoming financial year.

While every agency desires their client to increase their budget year after year, in today’s uncertain conditions, marketing budgets will have to be flexible and dynamic and ready to respond to opportunities or crises. 

This means a need to deliver a compelling and data-driven budget plan that is driven by an accurate forecast of customer demand without the need to invest in an army of data scientists who are constantly building and fine-tuning demand forecast models. Analytics should be available on-demand, and as easy as asking a question like:

“Show me the predicted sales for Coca-Cola in the next 30-days” 

4. Detecting Trends Within Customer Behavioral Data for Campaign Optimization

How are audiences reacting to the content being published or ads being pushed? 

Customer behavioral data is one of the most important pieces of information every agency needs to consistently connect and analyze to better optimize all sections of the digital sales funnel.

Analyzing the buying habits, social media consumption, and engagement of your customers is key in further optimizing your campaigns to boost conversions.

From the video topics on YouTube that earn the most likes and subscribers to marketing emails that get the highest open and click-through rates, marketers need to understand what resonates the most with their audience and what doesn’t.

Augmented analytics allows agencies to answer tough questions such as

“Which types of content are driving the most engagement with our current subscribers?” 
or
“Which products or merchandise are selling the most over the Christmas season?”

This allows agencies to advise their clients on the best type of products to push during certain seasons, the product pricing as well as new campaigns that should be launched.

5. Improving Online Customer Experience for Higher Engagement & Customer Retention

While obtaining the conversions and click-throughs on marketing campaigns is crucial, so is the customer journey and experience across all of your digital assets. How often do you see yourself logging into 4-5 different platforms to make sense of the dwell times on each landing page, bounce rate on each individual blog post and traffic trends? What if you were able to comprehensively analyze all of your data across Google, Facebook, LinkedIn, Twitter and other platforms to deliver actionable insights?

Augmented analytics allows you to unify together disparate data across a myriad of sources to provide marketing teams with detailed information to increase each customer’s lifetime value. These insights can allow agencies to tailor marketing messages better to specific audiences and ensure navigation on their websites is more user-friendly and intuitive as well as recommending the right products to the right customers.

One of the industries that are constantly looking to gain and serve profitable and loyal customers is the banking & insurance industry. Banks access customer’s economic value, behavior patterns, customer attrition levels, preferred service channels, and feedback to identify their audience. One great example is The American Express. They very systematically forecast potential churn and localize strategies to retain customers. They rely on Big data tools and techniques to empower business decision-making act. They check the spending patterns of cardholders to analyze and craft out personalized offers. This way American Express predicts and identifies possible churn and marketing strategies to retain loyal and happy customers for their community.

6. Generate & Deliver More Valuable Reports to Clients

As an agency, one of the most crucial aspects of getting your clients on-board is ensuring key management executives are on-board with your agency recommendations. And that means delivering to them reports packed with valuable insights in a way that is easily understood.

With augmented analytics, marketers will be able to ask direct questions to their datasets and in turn, get back beautiful visualizations that will allow better presentations of big-picture ideas.

Questions such as

“Which of our marketing channels is generating the most profit over the last 12 months” 
as well as 
“Which product is being sold the most over our social channels” 

can be instantly answered and present in a way that is intuitive to understand.

This allows agencies to be more productive, save valuable time in preparing reports, and increase the odds of getting client approval for their marketing strategies.

Deliver Data-driven Excellence for Your Clients with Augmented Analytics

As marketing drives towards a full omnichannel experience, marketers will need to effectively optimize their campaigns to deliver the best ROI for their clients.

At Unscrambl, we have created a business intelligence solution that is powered by augmented analytics. 

With Qbo, marketing agencies will be able to seamlessly integrate and analyze all of their marketing data without the need for technical expertise to make data-driven decisions.

Data from Marketing Automation platforms, CRM Systems, Ad Platforms, SEO Platforms, Website Traffic, Transactional Data, etc., can be lying in different applications in the cloud, on-premise, or internal databases. This creates both opportunity and challenge. Opportunity to uncover the greatest potential and challenge to make sure that all the data is considered before making a decision. Accomplish your goals without the hassle of complex tools dashboard, and do empower your employees to achieve more.

Embark on a free 14-day trial and see how your agency can easily utilize the power of augmented analytics to deliver better results for your campaigns and clients.