Why is digital intelligence a must for today’s marketing ?

Strategies are based on market research, which consist of a myriad of factors that come across the shopping experience and brand perception. Although research can be thorough, there is always a bit of uncertainty. Digital intelligence aims to reduce that margin and keep actions in constant optimization by evaluating true data in real time, which makes it the perfect marketing ally.

It is a procedure that transforms data into optimization strategies and consists of four steps:

The data collected should be graphically represented in a simple, predictive, clear and real-time manner. An appropriate dashboard according to the needs and objectives of the company allows to appreciate and interpret the data at a glance and without difficulty.

Visualizing data in real time is a very valuable tool to create adequate responses in the shortest time possible, either for improvement or in the face of digital crises.

Real time data accuracy allows marketing professionals to make informed decisions fast, avoiding unfavorable results and becoming into successful strategies. For example, if a campaign is launched with two different influencers, where different types of target audience were selected, monitoring the dashboard with the results in real time allows us to see which strategy gives best results. This way, decisions can be made instantly, such as a budget change, changing the message, or giving greater scope and time to the strategy that has been well received. There is no need to wait for the final data.

Digital intelligence allows analysis to predict and correct, not just to measure growth. To reduce the margin of error on which marketing works, due to social and digital changes, digital intelligence offers the possibility of analyzing data and translating it into valuable information in order to:

1. Anticipate future mistakes. Data from past failures is analyzed to know under which circumstances they occurred and to compare current actions to predict errors with days, weeks, or months in advance.

2. Create emergency plans. The data allows us to know how the channels work, what their strengths and weaknesses are, in order to create hypotheses about possible failures, either due to external circumstances or human errors and, if it were the case, to have an emergency plan, a basic requirement after the pandemic.

3. Detecting where are the flaws coming from. A complete data analytics allows tracking the customer journey from the first click to a successful purchase, which allows to know where it came from and what its behavior is. This means it is possible to figure out negative patterns. For example, knowing in which channel there’s less engagement and in which step of the journey the abandonment is carried out, allows to effectively change strategies.

4. Get to know consumers in depth. Information about their tastes and behavior allows you to improve your shopping experience and increase retention.