Source: Teradata
Data is something all SEO resellers should be passionate about; data
used for analytics to be precise. That's because information, although appearing
boring due to its presentation as mere numbers and figures, says so much about
what our customers want. In short, when we have data, we actually have the
answer on how we can grow our business. We'll know exactly how our customers
want to be sold, how they want to be approached, what type of services they
need, and so on. The only problem is, do we have this data?
What is a Zettabyte?
Long and short of it, we at least have ways to access this data if we
don't have it today. Chances are we are among the 3 billion people who will
create 8 zettabytes of data in this lifetime. (According to Wikipedia, a
zettabyte or 1 ZB = 1000000000000000000000bytes = 10007bytes) If that still doesn't make sense to you,
look at it this way. Perhaps you've seen one of those external hard drives?
Those black bars that can handle 1 terabyte of movies, all the past seasons of
How I Met Your Mother and other TV series, and a handful of other media that
you would never want other people to see? Imagine having a billion of those
hard drives. A billion hard drives. That's a zettabyte.
This just means we actually are creating and storing information in
our daily lives. As marketers, white label SEO resellers also store information
although it may not be on a central location. For instance, a lot of beginners
in this field (yours truly at one point included) actually jot down phone
numbers or email addresses of prospects I meet in events and gatherings, where?
On a notebook! Worse, on a piece of paper that’s doomed to be misplaced and
never to be found. I still do that writing down thing until now and there's
nothing essentially evil with that. However, what has changed nowadays is that
I enter that information into one central location, AKA my master list of
prospects, and do it as soon as I can. It's a simple spreadsheet that contains
prospects' names, phone numbers, emails, and business of interest like SEO or
PPC.
While this may not be the most advanced way of data collection and
analysis, it works for me. It keeps everything organized and in one place. But
there's another way I "centralize" data, especially when it comes to
prospecting and delivering work reports to clients but I'll talk about that
later. For now, let's see why Teradata's infographic is so important for us SEO resellers, marketers, and frankly for any business owner that wants to grow the
biz.
Global Trends on Marketing Data
It seems marketers, particularly marketing executives, are looking
more and more into data for their campaigns. The Teradata infographic predicts
there will be an increase of 60% in spending for marketing analytics in the
next three years. It seems it will be a productive three years for providers of
marketing analytics software and solutions. But more than that, this prediction
means marketers will be relying more on actual data – as opposed to preconceived
notions about what works and what doesn't – when it comes to marketing.
Source: Teradata
Another interesting nugget from the infographic is that by 2017, CMOs
will outspend CIOs on technology! As I mentioned, it seems executives are
realizing the power of data and technology when it comes to marketing. Chief
marketing officers now understand the power of data and they are willing to
spend on technology to get hold of this power.
Marketer Priorities & the 'Blame Game'
The infographic, which is based on a full-scale marketing study, also listed the
top three priorities of marketers today and true enough, all of them have to do
with data and technology. They are:
1. Improve Efficiency
2. Cross-Channel Integration
3. Prove Effectiveness with Outcomes and Metrics
Need I say more? What marketing department wouldn't want to prove its
worth to its company, right?
Some marketing campaigns are easier to track because they have a fix
set of metrics. For example, it is easier for white label PPC resellers to
prove the worth of their service because PPC records data like impressions,
click-through rate, cost per click, cost per lead, and cost per sale. With SEO
resellers, it's a bit more difficult because it is hard to track and organize
organic traffic. That is why when selling SEO services, the "value"
is often sold, not the actual figures.
Another interesting part of the infographic is the section in the
"internal blame game." Unfortunately, this happens even in the
smallest of companies. Most of the time, marketing, sales, and IT are disparate
departments that do as little communication and coordination as possible with
each other. The result? Silos of data that do not provide an accurate picture
of the customer and the company's performance. Some interesting stats from this
section:
Source: Teradata
Practical Marketing Data Tips, Teradata-Style
The infographic recommends a simple five-step process on how marketers
can utilize data to improve their marketing, and eventually increase their
revenue. The five steps are:
1. Get smart, get strategic
2. Tear down silos
3. Untangle the data hairball
4. Make metrics your mantra
5. Process is the "new black"
While this step is specifically for the application of "big
data," it also works with organizing the marketing efforts of smaller
ventures like our reseller businesses. This five-step process actually reminded
me so much of the reporting system of my recommended white label SEO provider Endlessrise.
Remember earlier I mentioned my other way to "centralize" data when
it comes to prospecting and delivering work reports? My provider uses a
dashboard system that allows me to contact prospects all in one place.
Communication is also saved in one place so every time I need to back track on
the conversation thread, I don't need to open various applications. I'm able to
send proposals and contact leads in one place.
Plus, when the project is in progress, I can give my clients access to
a certain portion of the dashboard and from there, they can check the progress
of their campaign. I'd say the dashboard is still a major step in organizing,
analyzing, and making use of marketing data. How about you? How do you organize
your marketing data?
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