The goal of every digital marketing agency is to make its clients sit at the top of the business ladder. Therefore, when offering digital marketing services and SEO services, the main objective is to provide the best returns for clients. Unfortunately, untapped potential and money are lost if clients do not agree to adopt a data-driven approach to their marketing efforts.
This article discusses the most common challenges our clients face and how they can be overcome.
Four data challenges among clients
Let us see the list of four challenges faced by the clients.
Tracking is an afterthought
When it comes to measuring down-funnel performance, UTM parameters are a marketer’s best friend. They provide us with unprecedented insight into what drives performance across all digital channels.
However, many organizations simply do not have a UTM structure to properly attribute data to their marketing campaigns.
Common critical pitfalls include:
- Templates that differ from one channel to the next.
- Parameters are either missing or duplicated.
- Mismatched templates at various levels, including one for the account level and another for the campaign level.
No centralized data management strategy
Greener businesses frequently lack a cohesive data infrastructure, and their data is siloed and disorganized. It exists in various formats all over the place (Google sheets, CSV files stored in a folder with no access controls, and lead data that lives only within their CRM).
When we see these kinds of issues, we also notice that different departments within the organization handle their data differently.
Marketing operations should be considered integral and aligned with organizational goals, and data management practices should reflect this.
Getting everyone on board with a more modern approach to data can be difficult.
Analysis Paralysis
The volume and granularity of data available to us as marketers are nearly limitless and will only increase in the future.
It is too easy for a company to spend too much time analyzing every piece of data instead of focusing on what is important and actionable.
When an ad manager or a client approaches our BI department with a new dataset or visualization request, marketers should always ask, “What do you hope to achieve with this request?”
“Will the data provide actionable insights and make decision-making easier?”
“Does the request qualify as a nice-to-have?”
The key word here is actionable.
Lack of data culture in the organization
We hear the term “data culture” thrown around a lot, but it can come across as a little nebulous and sound like a meaningless buzzword.
Finally, all the problems mentioned above can be summed up in one overarching issue: a lack of decisive, holistic data management direction.
Data culture must be embraced and implemented at the executive level. For example, it’s a problem if marketing operations speak a different data language and define important organizational goals and KPIs differently than financial operations.
A company must be willing to put in the time and effort.
To summarize, this is how clients face common data challenges. Hence, digital marketing agencies should act proactively in offering them the best digital marketing services and SEO services. If you are searching for the best agency, we would love to suggest Branding Nuts which offers different digital marketing services to grow your businesses digitally.
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