News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
2014: The Year of Digital Marketing Analytics
Jason DeMers / Forbes.com / February 10, 2014
If most digital marketing programs or campaigns have a weak area, it’s analytics. One recent study identified that the biggest talent and hiring gap in online marketing is in the analytics space. 37% of companies surveyed said that they desperately needed staff with serious data chops.
If you’re in the field of online marketing or content marketing and want to ensure that you’re bringing the best data to bear on your projects, here’s a quick look at some strategic approaches that can help you improve your performance in 2014. This applies whether it’s upgrading your own skills, adding strategically to your freelance stable, or improving your content planning skills.
The Case for Data
This has two implications. The first is that any professional in the internet world from SEO to content marketer can give themselves an edge by strengthening their data capabilities. From ensuring the success of your campaigns to making yourself un-fireable, data skills will be a huge asset. The second implication is for brands and agencies: the ability to manage successful campaigns will require strong data analysis human and technological capabilities. As your competition becomes more sophisticated, your ability to keep up will be directly helped or hindered by your data capabilities.