1 Learn the concept
The first step before optimizing your marketing is to collect the right data. Collecting everything makes noise, while collecting nothing leaves you guessing. This lesson covers two broad ways to collect marketing data: data from tools you use, such as websites, email and social platforms, and data you gather directly from customers, such as surveys and feedback. Always respect privacy rules and get consent where required.
2 See it in action
- Platform data: website, email and social analytics.
- Customer data: surveys, interviews and sales records.
- Decide what you need before you collect it.
- Keep data organized and consistent.
Worked example
Starting with a question
Question: which channel brings the most customers?
Data: customers by source from the order form.
Analysis: 40 percent from search, 35 percent from referrals, 15 percent from email, 10 percent from social.
Decision: spend more time on search and referrals.
Check: confirm the data is complete and consistent before deciding.
3 Study an example
Example scenario
A shop owner collects website visits, email signups and in-store feedback cards. When she compares them, she sees most email signups come from the in-store cards, so she places more of them near the till.
4 Apply it and download
- List your data sources.
- Note what question each answers.
- Set up a simple tracking sheet.
Worksheet Marketing KPI dashboardOpen, print or save as PDF