By guess or by data? Data-driven digital marketing

Small business marketing \ ABC of web analytics \ By guess or by data? Data-driven digital marketing

Which one do you belong to: do you make decisions based on intuition, trusting your own experience and what feels good in the pit of your stomach? Or do you stare at the excel sheet, looking for deeper insights that will determine the direction of the decision?

The choice may not be so simple. I’d argue that in seemingly data-driven digital marketing, both approaches are needed. Even Google is now emphasizing the benefits of artificial intelligence-based advertising platforms specifically for the creative side.

When launching advertising, we often need some kind of mutated initial hypothesis to create goals and estimates of budgets to be spent & results to be achieved. In a startup, math is a great tool.

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Math is also valuable when interpreting advertising reports and website analytics. Anything that looks out of the ordinary and picks your interest is an invitation to investigate further.

In the end, the information gathered may yield some great insights that could well redefine the direction of advertising.

On the other hand, you should do everyday optimization in a data-driven way. Your favorite ad may not work, while a quick C-version of the ad, thrown out, can please a random commenter. Now the spinning wheel works best of all!

Also, you should adjust ad budgets in a data-driven way, not a “black feel” method. If customers are wearing shopping pants in the evening, it is not a good decision to show ads only in the morning.