Marketing data analysis to increase sales

overhead view of a person using a laptop, surrounded by a multitude of colorful graphs and icons representing marketing data

Marketing data analysis to increase sales

Do you understand how marketing data analysis can impact your sales? 

Imagine the following scenario: a company invested in several marketing campaigns throughout the year, using different channels and strategies. However, at the end of that period, sales did not meet expectations.

Some phases of the campaigns performed well, others did not. How do we know this? Based on marketing data analysis.

This practice is essential to understand what worked and what needs to be adjusted, allowing the company to optimize its future campaigns and, consequently, increase its sales.

Marketing data analysis is therefore a powerful tool for transforming information into effective strategies, helping companies grow steadily.

Read also 

structured data

Digital marketing data analysis for sales: what is it?

In general, marketing data is information collected from various customer interactions with the brand, whether online or offline. But considering our focus on Digital Marketing, we will consider online media here.

This information can include everything from ad clicks to purchasing behavior, social media engagement and responses to email marketing campaigns.

Analyzing this data allows companies to identify patterns, preferences and trends, providing a clear view of what motivates their customers to buy.

When we talk about marketing data for sales, we are referring to the use of this information to intervene in commercial performance.

For example, a marketing team analyzing data from past campaigns might discover that certain types of messages work better with certain customer segments.

Based on this analysis, the team can adjust their future strategies to increase the conversion rate and thus sales.

Marketing Data: Opportunities

Now, let’s look at it in practice… Imagine that you are the owner of an online clothing store called “Style and Comfort”.

Over the past few months, you’ve collected a ton of marketing data, and now you’re going to start using it to increase your sales. How can you do this?

Here we have separated some data that can give a new direction to your sales: 

Traffic origin

When you analyze your traffic source data, you notice that most of your website visitors come from social media, especially Instagram, but conversion rates are higher for traffic coming from Google.

This suggests an opportunity to further explore paid campaigns on Google Ads, where the return on sales is higher.

By redirecting part of your marketing budget to this platform, you can reach more customers who are ready to buy, increasing your sales.

Visualization is important, but the idea here is to sell more! 

Most viewed products

Another relevant piece of information is the most viewed products. You notice that a specific jacket is the most visited item on your website, but it is not the top seller.

This data points to a clear opportunity: perhaps the price is driving customers away or the photos are not showing the product at its best angle.

By adjusting the price, offering more attractive conditions or improving the presentation of the product, you can convert this interest into sales.

Cart abandonment rate 

Analyzing customer behavior, you notice a high cart abandonment rate, especially for higher value purchases.

This could indicate that customers are abandoning their purchase due to the overall cost or lack of payment options.

As an opportunity, you can include interest-free installment payments or discount offers for purchases above a certain amount and even free shipping.

These actions reduce the abandonment rate and increase the number of completed sales.

Promotional emails 

Finally, an analysis of their email marketing database reveals that emails sent on Tuesday mornings have the highest open and click-through rates, but conversion rates are highest for emails sent on Thursday afternoons.

With this information, you can adjust the sending of important promotional campaigns for Thursday afternoons, increasing the probability of conversion and, consequently, sales.

What if it was a service company? 

Now let's think about a company that exclusively offers financial services: 

Website traffic source

Analysis shows that 60% of visitors come from organic searches on Google, but only 10% of traffic converts into personalized appointment bookings.

This data points to an opportunity to optimize the website's landing pages to improve the conversion rate.

By adjusting texts, adding a clearer call-to-action, or adding testimonials from satisfied customers, the company can significantly increase the number of appointments booked, generating more sales.

Customer profile by age group

Another important fact is that most clients who hire financial consulting services are between the ages of 35 and 45. However, recent campaigns on social media have been aimed at people aged 25 to 30.

With this information, our financial institution can adjust its marketing campaigns, focusing on a more mature audience, which already has a greater interest and need for its services. This way, the company can increase the return on its campaigns and close more deals.

Time spent on the site

Data shows that visitors who spend more than 3 minutes on the company's blog are 20% more likely to purchase one of the consulting packages.

This data reveals an opportunity to invest in creating relevant content on the blog, such as practical financial tips and success case studies.

By attracting and retaining more visitors to the website, the company can increase conversions and, consequently, sales of its services.

The Importance of Marketing Data

Data marketing is a key piece in companies' strategic planning. 

In a world where decisions need to be increasingly faster and more accurate, collecting marketing data offers a competitive advantage.

According to a survey carried out by RD Station, around 94% of companies invest in digital marketing as a growth and sales strategy. And of these, around 32% have already started to see good results with marketing strategies and data. 

This data is the basis for creating more objective campaigns, targeted at the right audience, at the right time, and with the right message.

Digital marketing data analysis also enables personalization at scale, with which messages are adapted to different customer segments, increasing the relevance and, consequently, the success rate of campaigns.

Companies that use data analysis for marketing can adjust their actions more quickly, respond quickly to changes in consumer behavior and avoid wasting resources. 

Sponsor_Seal_2

Tips for using marketing data

  • Establish the objectives of the analysis: Clearly define goals, such as increasing sales, improving conversion rates, or identifying new market segments. This directs the analysis to really important information;
  • Define the metrics: choose analyses aligned with objectives, such as click-through rates, cost per acquisition and return on investment, to measure the success of actions;
  • Invest in a specialized system: use data marketing platforms, such as CRMs and automation tools, to collect, organize and interpret data effectively;
  • Plot a new route: When necessary, be prepared to adjust strategies based on results, being flexible to change course if a campaign does not achieve the expected results.

When analyzed correctly, marketing data can reveal significant opportunities to increase sales.

Benefits of Marketing Data Analysis

  • Accuracy in campaigns: data allows us to better understand consumer behavior, which enables more targeted communication that reaches the right customers and increases the chances of conversion into sales;
  • Resource Optimization: identifying which channels and strategies bring the best results allows for more efficient targeting of marketing investment, i.e. more sales closed with fewer resources spent;
  • Real-time tracking: analysis tools allow you to monitor campaign performance in real time, enabling quick and accurate adjustments, which consequently increases conversion; 
  • Trend Forecast: By analyzing marketing and historical data, companies can predict future trends and proactively adapt their strategies.

From redirecting budget to more profitable channels to adjusting pricing and promotion strategies, each piece of data offers a valuable clue that can be converted into concrete actions for business growth.

The secret is knowing how to interpret this information and act quickly and effectively to take advantage of the opportunities it offers.

GS2 Strategies Success Story

Meet GS2 Marketing

Marketing data analysis is essential for any company that wants to increase its sales and stand out in a competitive market.

By understanding and applying the insights that this data brings, companies can create more objective, personalized and effective strategies.

Currently, our team has a CRM implementation and configuration service to help with the performance of sales teams. 

Our main goal is to always be a true lead generation and conversion machine, acting seriously and intelligently in digital marketing to provide increasing market recognition. 

Don't waste time! Increase your results with the best digital marketing strategies. 

1 comment

Leave your comment

Contents