Orchestrating insights: the importance of data measurement & insights
The role of data in marketing is well understood. From tracking ad performance to measuring customer behaviour, the emphasis on data’s value and importance is clear and pervasive. However, recognising this value is only part of the equation. The real challenge for brands lies in developing powerful systems and strategies whereby raw information is translated into actionable insights that drive business performance.
Tell us something we don’t already know
Today’s organisations are not short on data, from website analytics to competitor research and behavioural analysis, to name but a few . Investments in data infrastructure are at an all-time high. And yet, it’s not uncommon to hear ‘We have more data than we know what to do with.’ And sometimes that’s the key problem: how can marketers place their data into greater context? Furthermore, how can we put those raw bits of information to effective use?
Without the right resources, strategies, and measurement frameworks, your organisation’s data potential could remain largely untapped.
The sweet, sweet sound of data
Gathering and organising data is just the beginning . The real value comes from effectively interpreting and applying that data to inform decision-making, refine strategies, and enhance marketing performance.
Consider data points like individual musical notes on a sheet of music. On its own, each note is merely a sound - provided you have an instrument to play it in the first place. But when expertly arranged, conducted, and performed, these notes come together to form a powerful composition.
Similarly, the 0s and 1s in a spreadsheet or on your database don’t offer much value in and of themselves. The true power of your marketing data is realised when it is carefully analysed and interpreted to create a coherent, actionable narrative that informs strategic decisions and digital marketing tactics .
Unfortunately, we can’t promise that such data insights will stir emotions in quite the same way as Beethoven or The Beatles - but that’s not to say there’s nothing to get excited about! Just as a conductor and their orchestra bring life and meaning to musical notes printed on paper, data analysts can transform raw information into powerful systems and compelling strategies that drive business performance . If that doesn’t make your spirit sing, we don’t know what will!
The Accord approach
Ultimately, the marketing data we’re talking about here is your data, and we treat it as the strategic asset it truly is.
Our process is collaborative, dynamic, and focused on business objectives. We don’t just skim the surface; we take the time to fully grasp where you are now, where you want to go, and the step-by-step process to help you reach that new destination.
LOOP, our internal data visualisation tool, demonstrates a holistic view of performance. From here, we can ask deeper questions. Does your marketing message strike a chord with your target audience? Does it strike a chord through to your website? Are you in the market at the right time?
With the right measurement framework in place, we can measure success for each media tactic and stage in the user journey. For some of our travel clients looking to promote specific holiday packages, we overlay historical booking data with search trends and third-party data from sources such as Expedia to produce a marketing roadmap that guides our strategies and tactics leading up to key sales periods.
No one-size-fits-all when it comes to contextualising your data. One client may need essential measurement and reporting that helps with audience segmentation and optimising a modest media budget. Another with a heavy digital focus may require a wider array of media effectiveness tactics, such as econometric modelling, budget optimisation, and sales pacing.
Our partnership with clients is built on ongoing dialogue, curiosity, and adaptability. As the market and your business evolve, so do the strategies we develop together. The fundamental point of gathering data is to turn raw information into knowledge that informs the next steps. To return to our music analogy, it’s about ensuring your digital marketing strategy always hits the right note.
Want to learn how Accord can help you tune up your digital marketing? Get in touch with Kara Bennett, Head of Measurement & Data to start a conversation.
Kara Bennett
Kara is Accord’s Head of Measurement & Data.
