Written by Team Wizikey
December 19, 2022
In this article, let’s look at data in communications from the eyes of a Branding professional, Niti. She has a master’s degree in Clinical Psychology. While working as a Psychologist in a startup, her interests changed and she entered the communications field Here is her story: Give us a little bit of the backstory about […]
In this article, let’s look at data in communications from the eyes of a Branding professional, Niti. She has a master’s degree in Clinical Psychology. While working as a Psychologist in a startup, her interests changed and she entered the communications field
Here is her story:
I actually got into this field purely through interest ;). I began my journey in the corporate world in a completely different field. I have a Master’s in Clinical Psychology and I was working as a Psychologist in the Learning and Development industry. The company being a startup, I could jump into other departments and that’s how I got interested in Marketing. Finally, after developing my skills and gaining experience, I now have full-fledged work in Branding at ExtraaEdge.
The first-ever interaction with data was actually a lack of interaction with data. A lot of platforms have their own metrics and we used to only look at the basics. We were putting in a lot of effort in branding and running a lot of campaigns but we were not analyzing whether these actions are making an impact. We were focusing more on the activities rather than the outcome.
Data has been very helpful in impact measurement. To run experiments. To understand what campaigns have worked for us and what we need to stop. To refine our marketing strategies.
From running effective email campaigns to posting brand content, data has been very useful for us to scale our initiatives with better results.
Initially, data analysis for us was not outcome based. But now with time, we have learned how to align the data with our business goals.
We were putting a lot of effort into a specific campaign that had been running for a long time. With data, we realized that the campaign itself was not driving any results and we were putting too much effort into it. Data helped us reduce unnecessary actions.
Impact.
Engagement rates, email opens/clicks, etc are important numbers to track. But after a point, they are just vanity metrics.
What finally matters is the answer to these questions:
Additionally, information on time, format, and consistency, for any platform is important, quality of content trumps all. Data helps us refine this.
Of course, this works for our industry and business model. The metrics and data points vary from industry to industry.
“The basic metrics that different platforms provide are usually good enough. But my personal favorites are:
The kind of insights we gain will be a game changer for us in the coming days. Segment-wise targeting is going to scale. The focus will be more on quality and niche marketing.
My personal favorite is the ‘culture campaign’ that we kick-started recently. At ExtraaEdge, our biggest trump card is our culture and we wanted to evangelize it at scale. We wanted our culture to be a value-add and a draw for our customers, prospects, and potential employees.
We talk about our values, our mission, and how culture is reflected in even the little things we do.
My 2 cents: Time and patience are key in your efforts. Be open to experimentation. Don’t restrict yourself by only focusing on the industry you are in, your specific business model, and what the ‘industry’s best practices’ are.
What really helped us streamline our initiatives was having clear brand guidelines in place. I highly recommend investing in building your brand book. You will have a more strategic approach to your marketing.
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