Data activation involves using captured data to gain insights into customers, marketing efforts, and sales, and then using those insights to improve business practices. It includes gathering, centralizing, categorizing, analyzing, and applying data to improve marketing effectiveness and efficiency.
The video discusses the latest marketing trends and strategies for 2021. It provides insights into social media marketing, content marketing, and the importance of data analytics in marketing campaigns.
You’re probably here to find out what data activation is, so let me define it.
Data activation is where you use your captured data to gather new insights into your customers,
marketing efforts, and sales; and then use those insights to improve your business practices.
There you go — that’s the definition. But don’t leave yet — you’ll wanna stick around,
because in this video, we’re gonna go over some of the ways data activation can help you. Plus,
I’d be a little offended if you left already. And really quick, if you want to learn more
helpful marketing info, make sure you subscribe to our YouTube channel! Now back to your regularly
scheduled programming. [cta 56]
First off, what is data activation? Well, like I mentioned a minute ago, it’s where you actually
use your data to improve your business practices. Basically, when you run marketing campaigns,
you naturally gather data about those campaigns and about your customers. But
if that data just sits there, it’s not helping you. To get any benefit from it, you’ll need
to activate it- which involves analyzing it, connecting it to different business tools,
and using it to improve your marketing. Data activation is just one part of
the larger process of data management. You might be wondering what exactly you gain
when you activate data. How does it help you? Well, there are lots of ways data activation
can be useful for optimizing your marketing. 1. Activating data helps you learn whom to target
By analyzing your customer data, you can figure out what kinds of people usually buy from you and
what they actually want. You can also segment them into smaller and more specific groups to help make
your marketing more personalized to each one. Then you can use that info to help you improve
your audience targeting. By targeting your marketing to people who match the traits
you find in your data, you can reach a more relevant audience and drive more conversions.
2. Activating data helps you increase your marketing effectiveness
Another benefit of data activation is that it helps you find the most effective strategies for
your marketing. After all, targeting the right audience isn’t enough. You also have to target
that audience with effective marketing campaigns. By activating your marketing data, you can see
which methods and strategies are working really well for you — and which ones aren’t
doing so well. Then you can try to do more of what’s working, and either stop using the
ineffective methods or try to improve them. 3. Activating data helps you be more efficient
Finally, when you activate data, it can help you make your business processes way
more efficient. In terms of your marketing and sales, you can see where you’re wasting money
on things that aren’t helping you, and you can reallocate that money to something more useful.
The same thing goes for other areas of your business, like product inventory.
Any data you can gather will help you figure out what you can do to avoid wasting money,
time, and resources on unhelpful processes. Now you know what’s so useful about data
activation. But you might be asking, “Jackie, how does data management actually work,
and where does data activation fit into it?” Great question. Let’s briefly run through the
basic steps for managing your data. 1. Gather your data
The first thing you wanna do is gather your data. It kinda goes without saying,
but you can’t really activate data if you don’t have any data to begin with.
There are lots of different ways to gather data, but usually,
you do it by using different marketing tools. So, let’s say you want to gather data about
the way users behave on your website. You could use Google Analytics to track site activity. Or,
maybe you want to get feedback about what your customers often need help with. In that case,
you could use a chatbot on your website to help with customer service.
Of course, obtaining and setting up these tools can sometimes be time-consuming,
complicated, and expensive if you don’t have experience doing it — which means it
can be helpful to partner with an expert. 2. Centralize and categorize your data
Once you’ve gathered your data, the next step is to centralize that data in one place. You don’t
wanna be stuck jumping between 10 different platforms trying to view all of the data.
To do that, you’ll want to use a data platform. There are different types of data platforms,
including data management platforms (DMPs) and customer data platforms (CDPs).
Once you’ve moved all your data into one of these tools,
you can use the tool to organize it so it’s easier to navigate.
3. Analyze your data Once your data is gathered, centralized, and
organized, you can finally start to analyze it. This is where data activation really gets started.
With a CRM like Nutshell, you can put together reports, charts, and graphs that show patterns
in your data. Those patterns can help you learn about your audience and your marketing.
Maybe through connecting your tools, you see that a particular type of page
on your website is getting way more traffic than any of your other pages.
More importantly, though, your connected customer data can help you build a full profile of your
audience based on the common traits that most of them share. That helps you hone your targeting and
optimize your marketing even more. 4. Apply your data
The last step is to apply the insights you get from your data. So, let’s say you
learned from your data that a common pain point among your users is that they have
trouble navigating the software you sell. Based on that info, you’ll probably want to optimize
your software and make it easier to navigate. From there, it’s rinse-and-repeat. After you
improve your marketing, you’ll generate new data, which you can then use to improve your marketing
even more, and so on. Eventually, your business will become an unstoppable marketing machine!
Well, that’s it. That’s an overview of data activation. I know, I know — you enjoyed this
video so much, you wanna keep hanging out with me even longer. But I’m sorry, I gotta get back
to work driving killer marketing results. Don’t worry, though — there are tons of
other awesome videos you can check out on our channel. If you find them helpful,
be sure to subscribe. You can also subscribe to our email newsletter, Revenue Weekly.
Thanks so much for watching, and I’ll see ya in the next one!
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