Strategy

Data analysis

To grow your business successfully, you must understand your customers. This will help you formulate new ideas and come up with effective new methods of increasing sales. Gathering marketing data helps you build a sound knowledge of both your customers and competitors and can be collected in a range of different ways.

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WHAT DATA WILL BE COLLECTED?

The data collected with be dependent on the nature of your business and which marketing feature you are most interested in achieving. For example, start up businesses will be collecting a range of data for market research purposes, whereas a business interested in setting up SEO would research into the density of keywords and their frequency of use. This information will help you to build a more accurate business and marketing strategy.

HOW DOES EDGE APPROACH DATA COLLECTION?

Marketing data helps you to understand your customers better and building this comprehensive knowledge of our target audience is essential in providing them with the best product or service possible. This marketing data will help you to develop the products and services but will also help you to sell them. For example, determining which social media platforms your customers are using tells you which platform is best to focus your social media marketing efforts and spend your budget more effectively. At EDGE Creative, our data analysis processes are segregated into:

01
COMPETITOR ANALYSIS

The goal of competitor analysis and market research is to evaluate the performance of other businesses within your industry. Based on such analysis, you can assess the reasoning behind the success of your competitors. This then allows you to pinpoint you own brand and position your business in a more advantageous market position. Market research allows you to assess industry trends.
02
CUSTOMER PERSONAS

A customer journey map is a visual tool that helps marketers to outline the story of a customer’s experience from the first interaction with their business to the development of a long-term relationship from the client’s point of view.
03
CUSTOMER JOURNEY MAPPING

Personas are based on the analysis and research into real customers and helps marketers build a detailed picture of who your customers are. This includes information on their personal motivations and expectations, what kind of communication they prefer and what they value in a brand.
04
SEO

Using data analysis techniques, we assess the density and frequency of the words used in order to encourage our SEO processes. When you get it right, SEO ensures that your website generates more traffic, more leads, more sales and most importantly, more money. We use multiple tools to collect data on keywords such as search volume and the level of competition for each word. The data can show if a keyword is brand, seasonal, misspelled or localised. Data helps us strategies how we can implement SEO and specific keywords, i.e if it’s seasonal keyword, we would work on it when it’s in season. Data we collect on keyword rankings helps us understand if our management is working e.g. if creating content to boost a keyword increases the ranking, then we know we have doing the right thing.
05
SOCIAL MEDIA

Social media platforms often provide audience breakdowns. Assessing your current followers on features such as age, gender and location highlights any differences between your physical and ideal audience. From this, we can tailor our strategy to attract the right audience.
06
PPC/ADVERTISING

A key aspect to a successful paid search campaign is ensuring that your advertisements are relevant to your target audience. An important step within our PPC management process involves defining your customers so that your content can be tailored to them based on their intent and buying stage.