In the field of creativity and ideas, a data strategy may seem like a burden to cultivate. Especially when the knowledge and resources to support a comprehensive data strategy may seem out of reach, too difficult, and too expensive to build. But what if we told you it wasn’t as difficult to deploy as you think. And the results? Well, you can release a flood of new ideas to support and enhance your creative cycle.
Imagine being able to see and understand how your audience interacts with all your online content (your “digital assets”): see which articles and whitepapers are getting the most traction, which videos are shared the most, and which pieces of content are duds. Sound like a dream world? It can be a reality! Learn more about Digital Asset Management and how to get the most out of your data in an exciting Bynder’s webinar with special guest, me!
Webinar: Measure the Performance of Your Content with DAM Analytics on September 6, 2018 at 11 a.m. Eastern
What does it take to share insights?
You may already see the value in adding data to your marketing efforts but where do you even begin? DAM and other data analytics initiatives can help creatives better understand the impact their content is having and how to make it even better (and stop wasting time on content that goes nowhere).
Here are a few common characteristics for successful adoption of analytics for marketing and content teams:
1. Strong, simple tools
If you’re going to dig into your content, simpler is better. Look for a product that gives you deep insights into the metrics that matter most to you (number of views, time on page, number of shares, etc.) without putting a bunch of complex steps between you and the data you need. Marketing people and creatives are expected to know and understand the data behind their pieces, but most aren’t skilled in database languages and the use of advanced analytical software. If you’re a creative looking to dig into your own numbers, make sure your tool is user-friendly enough to use without calling IT every five minutes.
2. Access to all of your data
Depending on the size of your company and marketing departments, you may find yourself saddled with an array of tools measuring different metrics. While having lots of data is great, that data is usually siloed. In order to get a holistic view of your marketing efforts, it’s important to be able to mashup data from your email automation tools, CRM, advertising platforms, social media management tool, and more. Connecting this data (along with the insights from a simple, easy-to-use DAM system) will give you a clearer picture of how people are interacting with your assets and allow for insights to drive creative ideas to improve these interactions.
3. Different people, different data
Each role in your marketing organization makes decisions based on different data. For directors, it might be important to understand where the team stacks up against important key performance indicators (KPIs)—like conversions and leads. For a marketing manager, it’s important to see how often and how long their audience is interacting with their assets (pageviews, time on page, shares, etc.). For branding and creatives, the most relevant insights might revolve around A/B tests on color and visual choice. Whatever DAM and data analytics tools you’re using, make sure you’re getting the level of detail you need for the KPIs that matter most to you.
Every person on your marketing team should have a single place to go in order to gain the insights they need. When you have one tool that can pull in all of the relevant data and present what’s needed in a tailored dashboard for each person, you’re in business.
4. Choose the right KPIs
Dashboards are wonderful tools but if they don’t provide information on the right KPIs, your team will find them irrelevant and adoption will go down the tubes. So, what should you be measuring? As we mentioned above, it will depend on the person you’re creating the dashboard for so the most important thing to do is sit down with your end users and understand exactly what they want and need.
Quantifying your creative operations is never an easy task but analytics can help make it easier. Join our combined webinar with Bynder. We’ll demonstrate that having a comprehensive data strategy is not as expensive, difficult, or resource intensive to deploy as you may think.
Register for our webinar with Bynder, “Measure the Performance of Your Content with DAM Analytics,” to learn more about what you should be measuring, how to identify your key content metrics, the right framework for measuring ROI, and dashboard examples tailored for different stakeholders.