Author: Kayla Matthews

One of the most effective channels for marketers is email because it offers a consistent yet streamlined opportunity for building traffic and engagement. However, as any experienced marketer knows, you must be able to measure your success, because without it, you essentially know nothing.

How do you know which subject lines are most effective? Do you know if a traffic boost is from the last email you sent or a previous one, or is it from something else entirely? Are people even reading the unique content you send out?

Data deduplication, also called deduping, means getting rid of the duplicate entries in a database, on a spreadsheet or in a similar format. It’s crucial to do that because too much duplication in your database could lead to unintended consequences.

Platforms like Hootsuite and Google Analytics are valuable tools for tracking marketing data. With the insights you gain through Marketo, Ahrefs and similar services, you can feel confident in your decision-making and self-assured in your strategies. These solutions are efficient and effective … most of the time.

As you’ve likely heard before, a tool is only as good as the hand that wields it. If you’re unaware of the full range of capabilities and features your platform provides, you’re falling short of its full potential. More than that, you’re prone to errors that could compromise your marketing performance.

Data visualization allows marketers to physically see and communicate with their target audience. Marketers typically have all the same information via text, but turning it into a visual aid can allow companies to make business decisions much faster. Simple aids like pie charts or line graphs can take thousands of pieces of information and compress them all down into something legible.

Creating these visuals on your own can take more time than reading through the slog of information. The good news is that technology has created data visualization tools for marketers to easily pour their data into and create the visuals for them.

E-commerce options heavily drive the spending patterns of modern consumers. Instead of getting into their cars and driving to local stores, people can log onto websites and purchase what they need in a few clicks. Stores like Amazon also offer same-day deliveries, meaning buying things online doesn’t necessarily involve a long wait.

But despite the conveniences it offers, online shopping does have shortcomings. For example, people can’t smell a bottle of lotion and dab some on the top of their hand to see how well it absorbs into the skin. They also can’t touch the fabric of clothing or a sheet set to determine how durable it feels.

Every day, the digital world gets more and more dangerous which, in turn, means sensitive data stored on open networks becomes more vulnerable. We are all at risk, and so is our data. Everything from social security numbers to addresses and credit card details are potential targets.

In determining your marketing strategy, segmentation is critical to success — it’s the foundation on which your advertising rests. When building that foundation, you have time segmentation, media segmentation, price segmentation and more, but in the interest of brevity, we’ll focus on the three most popular forms: psychographic, demographic and geographic segmentation.