data driven marketing


In the ever-evolving digital advertising landscape, understanding the nuances of advertising performance is essential. 

Whether you’re looking to explore performance marketing channels, seek the expertise of a performance-based marketing agency, or enhance your strategies with performance marketing services, you’ve come to the right place. 

What Is Performance Marketing?

Performance marketing is a digital strategy focused on achieving specific, quantifiable results. Performance marketing delivers tangible outcomes, unlike traditional advertising methods prioritising brand awareness or engagement. 

These outcomes include lead generation, sales, website visits, or other desired actions.

Types of Performance Marketing | 2Stallions

What Are The Types Of Performance Marketing? 

Performance marketing is a dynamic and results-driven approach that has gained significant traction in digital advertising. 

This strategy focuses on delivering measurable outcomes, encompassing various performance marketing channels and performance marketing services.

Search Engine Marketing (SEM)

SEM is a prominent performance marketing channel that involves paid advertising on search engines like Google and Bing. Marketers bid on keywords to ensure their ads appear when users search for specific terms, making it a precise and accountable approach.

Social Media Advertising

Platforms like Facebook, Instagram, Twitter, and LinkedIn offer extensive performance marketing services. Advertisers can target their audience based on demographics, interests, and behaviours, ensuring ads reach the right people at the right time.

Affiliate Marketing

In this model, businesses collaborate with third-party partners or affiliates who promote their products or services. Affiliates earn a commission for each sale they drive, making it a clear-cut example of performance-based marketing.

Content Marketing

When executed strategically, content marketing can also fall under the umbrella of performance marketing. Brands create valuable content to engage and convert their audience, monitoring key performance metrics such as clicks, conversions, and engagement.

Email Marketing

Email campaigns can be highly targeted, allowing marketers to track open rates, click-through rates, and conversion metrics. This makes it an essential performance marketing channel for businesses seeking direct and measurable results.

Display Advertising

Display ads can be tracked and optimised quickly, making them a powerful performance marketing service. Marketers can continually adjust ad placements, designs, and targeting to enhance performance.

Influencer Marketing

Collaborating with influencers is a prevalent form of performance-based marketing. Brands partner with influencers with a dedicated following to promote their products or services, measuring success through key performance indicators like engagement and conversions.

Performance-Based Marketing Agencies

Performance-based marketing agencies deliver quantifiable results for businesses seeking to outsource their performance marketing efforts. 

These agencies, including renowned firms such as 2Stallions, leverage diverse performance marketing channels and services to achieve specific objectives. 

We are experts in data-driven decision-making, working closely with businesses to establish clear goals and track essential Key Performance Indicators (KPIs). 

Benefits Of Performance Marketing | Precise Targeting | Cost-Effective | Scalability | Real-Time Optimisation

The Benefits Of Performance Marketing

Embracing performance marketing unlocks a treasure trove of benefits for businesses. This dynamic strategy, driven by data and precision, delivers exceptional customer engagement and amplifies revenue.

It thrives on the principles of accountability, enabling laser-focused targeting, resource optimisation, and crystal-clear ROI evaluation. With real-time analytics prowess, campaigns are fine-tuned for higher conversion rates and reduced ad expenditure. 

Performance marketing’s versatility spans multiple channels, from search engines to social media and affiliate marketing, ensuring adaptability in an ever-evolving digital landscape and offers several distinct advantages:

Precise Targeting

With data-driven insights, performance marketing allows for precise audience targeting, ensuring ad spending is directed at those most likely to convert.


It can be a highly cost-effective advertising method because marketers only pay when desired actions are completed.


Performance marketing campaigns can be scaled quickly to respond to changing market conditions or business needs.

Real-Time Optimisation

Marketers can make real-time adjustments to campaigns based on performance data, allowing for continual refinement.

How Is Performance Marketing Measured?

Performance marketing is measured through various Key Performance Indicators (KPIs) that quantify the success and effectiveness of advertising campaigns. 

These KPIs are essential for assessing the performance and determining the return on investment (ROI). Here are some common KPIs used to measure performance marketing:

Click-Through Rate (CTR)

CTR measures the percentage of people who click on an ad after seeing it. It’s a fundamental KPI for assessing the ad’s appeal and relevance.

Conversion Rate

Conversion rate is the percentage of users who completed a desired action after clicking on the ad. This action could be purchasing, filling out a form, or signing up for a newsletter.

Return on Ad Spend (ROAS)

ROAS is a crucial metric that measures the revenue generated for every dollar spent on advertising. It’s calculated by dividing the revenue generated by the ad campaign by the cost of the campaign.

Cost per Acquisition (CPA)

CPA measures the cost of acquiring a new customer or lead through advertising. It’s calculated by dividing the total cost of the campaign by the number of acquisitions.

Customer Lifetime Value (CLV)

CLV assesses the long-term value of a customer acquired through performance marketing. It considers the revenue a customer is expected to generate over their lifetime.

Ad Impressions

Ad impressions indicate how many times an ad is displayed. While not a direct performance metric, it provides insights into ad exposure.

Quality Score

Quality Score is a metric used in search engine marketing, like Google Ads. It evaluates the relevance and quality of ads and keywords. Higher Quality Scores can lead to lower costs and better ad placements.

Bounce Rate

Bounce rate measures the percentage of users who leave a landing page without taking any action. A high bounce rate may indicate a disconnect between the ad and the landing page.

Engagement Metrics

These include metrics like time spent on a website, video views, and social media likes and shares. These metrics are crucial for assessing user engagement with the content.

Click Fraud Rate

In pay-per-click advertising, click fraud can inflate costs. Measuring the click fraud rate helps identify and mitigate this issue.

Ad Position

An ad’s position on search engine results pages is essential for search engine marketing. Ads in higher positions often receive more clicks and are considered more successful.

A/B Testing Results

A/B testing involves running different ad or landing page versions to see which performs better. The results of A/B tests help optimise campaigns for better performance.

Churn Rate

In subscription-based models, the churn rate measures the percentage of customers who cancel their subscriptions. A high churn rate may indicate a need for campaign adjustments.

Email Open Rate and Click-Through Rate

For email marketing, these metrics assess how well recipients engage with email campaigns.

Social Media Metrics

Metrics like likes, shares, comments, and followers can provide valuable insights into social media campaign performance.

Measuring the success of performance marketing campaigns often involves a combination of these KPIs, depending on the specific goals and objectives of the campaign. 

It’s essential to continually analyse these metrics and make data-driven adjustments to optimise campaign performance and achieve the desired outcomes.

Why Is Performance Marketing Becoming More Popular?

Today, people seek products and services they can’t find anywhere else. This is why performance marketing has enormous potential to scale your business when you embrace its full functionality. 

Performance marketing gives brands access to audiences that traditional advertising can’t reach without inflated prices or uncomfortable interruptions like ads on social media sites.

What Are Some Helpful Marketing Tips?

A strong foundation in fundamental principles is essential in the dynamic marketing realm. With the basics under your belt, it’s time to elevate your marketing game to new heights. 

Enter performance marketing tips, a treasure trove of insights to supercharge your strategy. 

Whether you aim to amplify your online presence, captivate a broader audience, or maximise your return on investment, these tips are your key to transformation. 

From harnessing the potential of social media to harnessing data-driven analytics, our comprehensive guide will illuminate the path to marketing triumph:

1. Create a winning landing page

The more enticing a landing page, the higher the chance of attracting your desired audience. 

Your goal should always be to generate leads. By designing an informative and engaging webpage, users get what they need without hassle or confusion, facilitating a quick decision-making process. 

2. Monitor your marketing efforts for optimal performance

Marketing analytics allow you to track the effectiveness of your marketing campaigns and strategies. Monitor data in the customer journey throughout each stage. For example, it can include website traffic or Facebook page likes. 

The ability for this information is what makes it so powerful because insight into where things are working best helps with future planning – while also giving feedback that will help improve current efforts if needed.

3. Stay compliant with regulations

To be successful, you need to establish strong relationships. This involves following their rules and guidelines for performance marketing campaigns so that both parties (affiliates and brands) are on board. 

Make sure your business is compliant with communications and multimedia regulations. Take an in-depth look at each guideline or work it out through professional affiliate management companies like 2Stallions.

Whatever your business needs are, there is a digital marketing strategy for you. As the world becomes more digitised and interactive every day, it’s crucial to stay on top of your game – and performance marketing can help you do just that! 

Through this marketing approach, you can access huge audiences at low costs, engage current customers, and attract new ones that traditional methods may have overlooked. You don’t want to make a mistake when it comes down to branding and marketing. 

If you think your company needs some help with this, give us a call or shoot an email!

2Stallions is more than happy to offer expertise in performance marketing so that everything runs smoothly from start until finish. 

🚀 Transform Your Online Presence With Our Skilled Digital Marketing Service, Powered by a Data-Driven Approach That Delivers Measurable Results. Elevate your brand’s visibility and connect with your audience on a whole new level.


Originally published: July 28 2022

Updated: 24 October 2023

Frequently Asked Questions about Performance & Data-Driven Marketing

How Do I Start Data-Driven Marketing?

To embark on data-driven marketing, you should begin by collecting and analysing data from various sources, including your website, social media, and customer interactions. Use this data to gain insights into customer behaviour and preferences.

Next, develop a clear strategy based on these insights and select the appropriate tools and technologies for data management and analytics. Ensure your team is proficient in data interpretation and can translate findings into actionable marketing decisions.

Consistently monitor and optimise your campaigns based on the data to achieve better results and ROI.

What Is Data-Driven Performance Marketing?

Data-driven performance marketing is an approach that utilises data and analytics to inform and optimise marketing campaigns.

It involves collecting and analysing data to gain insights into the performance of marketing efforts and then making data-informed decisions to improve the efficiency and effectiveness of these campaigns.

By closely monitoring Key Performance Indicators (KPIs), such as click-through and conversion rates, and adjusting strategies accordingly, data-driven performance marketing aims to achieve specific and measurable results.

How Do You Do Performance-Based Marketing?

Performance-based marketing involves setting clear, measurable objectives for your marketing campaigns. Start by defining your goals, whether it’s increasing sales, generating leads, or driving website traffic.

Then, select the most appropriate marketing channels and strategies to achieve these objectives. Implement tracking mechanisms to measure the performance of your campaigns and use critical metrics, such as conversion rates and return on investment, to assess success.

Continually optimise your campaigns based on the data and adjust your tactics to ensure you’re meeting your performance goals effectively.

What Is An Example Of Data-Driven Marketing?

A prime example of data-driven marketing is personalised email campaigns. By collecting data on customer preferences, past behaviour, and purchase history, businesses can tailor their email marketing messages to individual recipients.

For instance, if a customer often purchases sports equipment, the business might send them personalised recommendations for new sports gear.

This data-driven approach increases the likelihood of engagement and conversions, demonstrating how data can be harnessed to create more effective and relevant marketing content.

In today’s digital age, understanding your target audience is vital to the success of your marketing efforts.

One effective tool that can help you gain this understanding is the creation of buyer personas.

By developing detailed and accurate buyer personas, you can tailor your digital marketing strategies to suit your target audience’s needs and preferences.

In this article, we will delve into the importance of buyer personas in digital marketing and provide steps to create and utilise them for optimum success.

Understanding The Importance of Buyer Personas In Digital MarketingUnderstanding The Importance of Buyer Personas In Digital Marketing

Before we dive into creating buyer personas, let’s first explore why they are crucial for your digital marketing success.

Buyer personas are fictional representations of your ideal customers based on actual data and market research.

They provide deep insights into your target audience’s motivations, desires, and pain points.

By understanding your customers personally, you can design and implement marketing strategies that resonate with them on a deeper level.

When it comes to digital marketing, the landscape is constantly evolving. With the rise of social media, mobile devices, and other technological advancements, businesses must adapt their strategies to stay ahead of the competition.

This is where buyer personas come into play. They act as a compass, guiding you through the ever-changing digital landscape and helping you make informed decisions.

One of the critical benefits of buyer personas is that they go beyond traditional demographic data, such as age and gender.

While these factors are essential, they only scratch the surface of understanding your audience.

Buyer personas delve into the psychographics of your customers, analysing their attitudes, aspirations, values, and interests.

This deeper level of understanding allows you to tailor your marketing messages and content to resonate with your audience more personally.

Defining Buyer Personas: What Are They?Defining Buyer Personas: What Are They?

Buyer personas are more than just demographic information about your target audience.

They go beyond traditional demographic data, such as age and gender, and delve into the psychographics of your customers.

Psychographics involves analysing your audience’s attitudes, aspirations, values, and interests, helping you understand their preferences and behaviour patterns.

Let’s take an example to illustrate the concept of buyer personas. Imagine you are a digital marketing agency specialising in helping small businesses increase their online presence.

One of your buyer personas could be “Samantha,” a 35-year-old entrepreneur who runs a boutique coffee shop.

By understanding Samantha’s motivations and pain points, you can tailor your marketing strategies to address her needs.

For example, you could create content highlighting the benefits of digital marketing for small businesses and offering practical tips for improving online visibility.

Creating buyer personas involves a combination of research and creativity.

You need to gather data about your target audience through surveys, interviews, and market research.

This data will help you uncover common customer characteristics, preferences, and challenges.

Once you have collected the necessary information, you can create detailed buyer persona profiles.

The Role Of Buyer Personas In Shaping Marketing Strategies

Buyer personas play a crucial role in shaping your marketing strategies.

By understanding the needs and wants of your audience, you can create customised messaging, relevant content, and personalised experiences that resonate with them.

In turn, this leads to higher levels of engagement, increased brand loyalty, and, ultimately, higher conversion rates.

Let’s continue with the example of Samantha, the coffee shop owner. By knowing that Samantha values sustainability and community engagement, you can create ethical digital marketing campaigns that align with these values.

You could partner with local suppliers who prioritise ethical sourcing and promote your coffee shop as a hub for community events and gatherings.

This targeted approach attracts Samantha and builds a loyal customer base that shares her values.

Moreover, buyer personas help you prioritise your marketing efforts. Instead of appealing to a broad audience, you can focus on your buyer personas’ specific needs and preferences.

This allows you to allocate your resources more effectively and achieve better results.

For example, suppose one of your buyer personas is a tech-savvy millennial.

In that case, you might invest more in social media advertising and influencer partnerships.

In contrast, for another persona who values traditional media, you might focus on print advertisements and local events.

In conclusion, buyer personas are an essential tool in digital marketing. They provide valuable insights into your target audience, allowing you to create tailored strategies that resonate with your customers personally.

By understanding your audience’s motivations, desires, and pain points, you can deliver relevant content and experiences that drive engagement and ultimately lead to higher conversion rates.

So, take the time to develop your buyer personas and watch your digital marketing efforts flourish.

Steps To Create Effective Buyer PersonasSteps To Create Effective Buyer Personas

Identifying Your Target Audience

The first step in creating buyer personas is to identify your target audience. Analyse your existing customer base and look for common characteristics and patterns.

You can also conduct market research to gather insights into the broader target audience that you want to reach.

By understanding your audience’s demographics, psychographics, and previous buying behaviours, you can establish a solid foundation for creating accurate buyer personas.

When analysing your existing customer base, delving deep into their preferences and behaviours is essential.

Look for recurring trends and patterns to help you understand their motivations and decision-making processes.

You can create buyer personas that accurately represent your target audience by identifying these commonalities.

Market research plays a crucial role in understanding the broader target audience. It involves gathering data from various sources such as surveys, focus groups, and online analytics.

This data can provide valuable insights into your potential customers’ preferences, needs, and pain points.

By combining this information with your existing customer data, you can create comprehensive buyer personas that capture the essence of your target audience.

Gathering Detailed Information About Your Audience

Once you have identified your target audience, it’s time to gather detailed information about them.

This can be done through various methods such as surveys, interviews, and social media listening.

Asking questions about their goals, challenges, preferences, and purchase decision-making process can provide valuable insights into their motivations and pain points.

The more data you collect, the more accurate and comprehensive your personas will be.

Surveys are an effective way to gather quantitative data about your audience. You can collect information about their demographics, interests, and preferences by designing well-crafted questionnaires.

This data can help you understand the different segments within your target audience and tailor your marketing strategies accordingly.

Interviews, on the other hand, allow you to have in-depth conversations with your customers.

You can better understand their needs, desires, and challenges by asking open-ended questions and actively listening to their responses.

These insights can be invaluable when creating buyer personas as they provide a more nuanced view of your audience.

Social media listening involves monitoring and analysing conversations happening on social media platforms.

By observing what your target audience says about your industry, products, or competitors, you can gain insights into their preferences and pain points.

This information can help you refine your buyer personas and create messaging that resonates with your audience.

Segmenting Your Audience into Different Personas

After gathering information about your audience, it’s time to segment them into different personas.

Look for commonalities and patterns among your collected data and create distinct personas based on these similarities.

Each persona should represent a specific segment of your target audience with unique characteristics, needs, and preferences.

By segmenting your audience, you can develop personalised strategies for each persona, maximising the effectiveness of your marketing efforts.

Segmentation allows you to create targeted messaging that speaks directly to the needs and preferences of each persona.

You can increase engagement and conversion rates by tailoring your marketing strategies to specific segments.

For example, if one of your personas consists of budget-conscious individuals, you can highlight the cost-effectiveness of your products or services in your marketing materials.

When segmenting your audience, it’s important to consider demographic and psychographic factors.

Demographic factors include age, gender, location, and income, while psychographic factors include values, interests, and lifestyle.

By combining these factors, you can create personas that capture the essence of your target audience and guide your marketing efforts effectively.

Utilising Buyer Personas in Digital MarketingUtilising Buyer Personas in Digital Marketing

Tailoring Your Content to Suit Different Personas

One of the key benefits of creating buyer personas is that it allows you to tailor your content to suit each persona’s specific needs and preferences.

By understanding their pain points, interests, and preferred communication channels, you can deliver targeted content that speaks directly to each persona.

This personalised approach creates a deeper connection with your audience, increasing engagement and driving conversions.

Let’s look at how to tailor your content for different buyer personas effectively.

Imagine you have two personas for your digital marketing campaign: Sarah, a young professional looking for trendy fashion items, and John, a middle-aged businessman searching for high-quality office supplies.

For Sarah, you can create content that showcases the latest fashion trends, offers styling tips, and highlights the convenience of online shopping.

By understanding her interests and pain points, you can craft engaging blog posts, social media updates, and email newsletters that resonate with her.

Additionally, you can use visually appealing images and videos to capture her attention and inspire her to purchase.

On the other hand, for John, you can focus on providing detailed product descriptions, customer testimonials, and case studies demonstrating your office supplies’ reliability and durability.

By understanding his preferences for comprehensive information, you can optimise your website and social media platforms to provide easy access to downloadable resources, such as product catalogues and user guides.

Personalising Your Marketing Messages

In addition to content, buyer personas allow you to personalise your marketing messages.

By crafting messages that resonate with each persona’s values, aspirations, and challenges, you can elicit an emotional response and make your marketing efforts more persuasive.

Personalisation helps build trust and loyalty, as your audience feels understood and valued.

Let’s continue with the example of Sarah and John. For Sarah, you can create marketing messages that emphasise the importance of self-expression through fashion and highlight how your brand aligns with her values of sustainability and inclusivity.

By addressing her aspirations to stay on-trend and make a positive impact, you can establish an emotional connection that motivates her to choose your brand over competitors.

For John, you can focus on marketing messages that emphasise the importance of professionalism, efficiency, and cost-effectiveness.

By addressing his challenges in finding reliable office supplies that meet his high standards, you can position your brand as a trusted partner that understands his needs.

Highlighting testimonials from satisfied customers who have experienced increased productivity and cost savings can further strengthen your message.

Optimising Your Digital Platforms For Different Personas

Another way to utilise buyer personas in digital marketing is by optimising your digital platforms to suit each persona’s preferences.

For example, if one persona prefers visual content, you can prioritise image and video-based content on your website and social media platforms.

If another persona prefers detailed information, you can provide comprehensive product descriptions and downloadable resources.

By catering to the specific needs of each persona, you create a seamless and engaging user experience, increasing the chances of conversion.

Let’s explore how you can optimise your digital platforms for Sarah and John.

For Sarah, you can create a visually appealing website with vibrant images, fashion lookbooks, and videos showcasing your products in action.

You can also leverage social media platforms like Instagram and Pinterest to share visually inspiring content and engage with her through comments and direct messages.

For John, you can focus on providing a user-friendly website with straightforward navigation and detailed product information.

You can also offer downloadable resources such as product specifications, case studies, and whitepapers to cater to his preference for in-depth information.

Additionally, you can provide a live chat feature or a dedicated customer support email to address any specific queries or concerns he may have.

By optimising your digital platforms to suit each persona’s preferences, you create a personalised and seamless user experience that enhances engagement and increases the likelihood of conversion.

Measuring The Success of Your Buyer PersonasMeasuring The Success of Your Buyer Personas

Tracking Engagement Levels of Different Personas

Once you have implemented your buyer personas in your digital marketing strategies, tracking their effectiveness is essential.

Monitor the engagement levels of different personas by analysing metrics such as website traffic, social media interactions, and email open rates.

By analysing these metrics, you can identify which personas are most responsive to your marketing efforts and make adjustments accordingly.

Analysing The Conversion Rates of Different Personas

Conversion rates are a key indicator of the success of your buyer personas.

Analyse the conversion rates of different personas to understand which personas drive the most sales or leads.

By identifying the personas generating the highest returns on investment, you can allocate your resources strategically and optimise your marketing strategies for maximum impact.

Adjusting Your Personas Based on Performance Metrics

Once you have gathered sufficient data on the performance of your buyer personas, it’s important to adjust them based on the insights gained.

As market trends and customer preferences evolve, your personas may need to be updated to ensure their accuracy and relevance.

Regularly reviewing and refining your buyer personas will ensure that your digital marketing efforts remain effective and aligned with your audience’s needs.

In conclusion, creating buyer personas is fundamental to digital marketing success.

Understanding your audience deeper and tailoring your strategies to their specific needs and preferences can significantly enhance your brand’s visibility, engagement, and conversion rates.

Take the time to gather accurate data, segment your audience, and personalise your content and messaging.

Continuously measure and adjust your personas to ensure their ongoing effectiveness.

Doing so will lay the foundation for a successful digital marketing campaign that resonates with your target audience.

Frequently Asked Questions About Buyer Personas

How Do You Identify A Buyer Persona?

Identifying a buyer persona involves research, surveys, and interviews with your target audience. This includes a mix of customers, prospects, and those outside your contacts who fit the targeted demographic. It’s about understanding their demographics, behaviour patterns, motivations, and goals.

What Is a Buyer Persona?

A buyer persona is a semi-fictional representation of your ideal customer based on market research and actual data about your existing customers. It provides detailed insights about customer needs, concerns, and preferences, helping businesses tailor their product development and marketing strategies.

What Are the 4 Types of Buyer Personas?

While the number and types of buyer personas can vary based on the industry and company, a general classification includes:

  1. Economic Buyers: Those who focus on the financial aspects of a purchase.
  2. Technical Buyers: Individuals concerned with a product or service’s technical facets and specifications.
  3. User Buyers: The actual users of a product or service, focused on usability and efficiency.
  4. Coach Buyers: Those who guide or influence the decision-making process but might not be the final decision-makers.

What Is The Difference Between Buyer and Customer Persona?

A ‘buyer persona’ focuses on individuals or entities and their motivations, concerns, and decision-making patterns during the purchasing process. A ‘customer persona’, while similar, tends to lean more towards understanding the user post-purchase, focusing on their habits, preferences, and challenges related to the product or service usage.

What Is an Ideal Buyer Persona?

An ideal buyer persona represents the perfect customer for your product or service. This persona represents someone who finds the maximum value in what you offer and provides maximum value back to the business, whether through consistent purchases, brand advocacy, or other beneficial actions.

Google Analytics has become an invaluable tool for businesses of all sizes looking to gain insights into their website’s performance. 

With the recent release of Google Analytics 4, marketers and analysts must understand this updated version’s new features and capabilities. 

This comprehensive guide will explore everything you need to know about Google Analytics 4 and how to leverage it to enhance your digital marketing strategies.

Introduction to Google Analytics 4

Before diving into the specifics, let’s start by understanding what Google Analytics 4 is all about. 

It is the latest iteration of the popular web analytics platform Google offers. 

Unlike its predecessor, Universal Analytics, Google Analytics 4 focuses on providing a more holistic view of user behaviour across different platforms and devices, including websites and mobile apps.

With Google Analytics 4, businesses can gather data from multiple touchpoints, allowing them to understand better how users interact with their online properties. 

This comprehensive view enables marketers to make more informed decisions and optimise their digital marketing strategies.

Google Analytics 4 is designed to be more user-centric, providing businesses with valuable insights into user behaviour and preferences. 

Businesses can gain a more granular understanding of user engagement by tracking events, such as page views, clicks, and conversions. 

This level of detail allows marketers to tailor their strategies and deliver personalised experiences to their target audience.

Furthermore, Google Analytics 4 offers advanced tracking capabilities and new reporting features that make data analysis more efficient and insightful. 

Marketers can easily access and interpret data to identify trends, track campaign performance, and measure the effectiveness of their marketing efforts.

What Is Google Analytics 4?What Is Google Analytics 4?

Google Analytics 4 is a web analytics tool that provides businesses with in-depth insights into user behaviour across various platforms and devices. 

It offers advanced tracking capabilities and new reporting features to help marketers make data-driven decisions.

One of the key differences between Google Analytics 4 and its predecessor is the shift towards event-based tracking. 

In the new version, events are used to track user interactions, such as page views, clicks, and conversions. This allows for a more granular understanding of user behaviour and provides valuable insights into user engagement.

Event-based tracking in Google Analytics 4 offers businesses a more comprehensive understanding of user interactions. 

By tracking specific events, businesses can measure their marketing campaigns’ effectiveness, identify improvement areas, and optimise their websites and mobile apps to enhance user experience.

Moreover, Google Analytics 4 introduces a new data model focusing on users instead of sessions. 

This means that businesses can track and analyse user behaviour across multiple sessions and devices, providing a more accurate representation of user engagement and conversion paths.

Why Is Google Analytics 4 Important?

As businesses continue to expand their online presence, it is crucial to have a comprehensive understanding of user behaviour across different platforms and devices. 

Google Analytics 4 addresses this need by providing a unified view of user interactions, regardless of whether they occur on a website or a mobile app.

This comprehensive view empowers businesses to deliver more personalised user experiences by identifying critical touchpoints in the customer journey. 

Businesses can optimise their websites and mobile apps by understanding how users interact with their online properties to provide a seamless and engaging experience.

Furthermore, Google Analytics 4 enables better tracking of cross-platform conversions, helping businesses attribute value to each marketing channel accurately. 

With the ability to measure the impact of marketing efforts across different platforms, businesses can allocate resources more effectively and optimise their marketing strategies for maximum ROI.

In conclusion, Google Analytics 4 is a powerful web analytics tool that provides businesses with comprehensive insights into user behaviour across various platforms and devices. 

By leveraging advanced tracking capabilities and new reporting features, businesses can make data-driven decisions, optimise their digital marketing strategies, and deliver personalised user experiences.

Getting started with Google Analytics 4

Now that you understand the importance of Google Analytics 4 let’s go through the steps to get started with this powerful tool.

But before we dive into the details, let’s take a moment to appreciate the significance of data analytics in today’s digital landscape. 

In a world where every click, every interaction, and every transaction leaves a digital footprint, businesses need to harness the power of data to gain valuable insights and make informed decisions.

Google Analytics 4, the latest iteration of Google’s analytics platform, is designed to help businesses unlock the potential of their data and drive growth. 

Its advanced tracking capabilities and user-friendly interface empower businesses to understand their audience, optimise their marketing efforts, and improve their online presence.

Setting Up Your Google Analytics 4 AccountSetting Up Your Google Analytics 4 Account

The first step is to create a Google Analytics 4 account. If you already have a Universal Analytics account, upgrade it to Google Analytics 4 or create a new account specifically for the latest version. 

The process is straightforward and can be done through the Google Analytics website.

Once your account is set up, you can implement the tracking code on your website or mobile app. This code is what enables Google Analytics to collect data and provide you with valuable insights. 

It’s like having a digital detective that uncovers your audience’s hidden patterns and behaviours.

Implementing the tracking code might sound daunting, but fear not! Google provides detailed documentation and step-by-step guides to help you through the process. 

Whether you’re a seasoned developer or a non-technical marketer, you’ll find the resources to integrate Google Analytics 4 into your digital properties successfully.

Navigating The Google Analytics 4 InterfaceNavigating The Google Analytics 4 Interface

Once you have set up your account and implemented the tracking code, it’s time to explore the Google Analytics 4 interface. 

The interface has been redesigned to provide a more user-friendly experience while offering powerful reporting capabilities.

Imagine stepping into a control room with screens displaying real-time data from your website or app. 

That’s what the Google Analytics 4 interface feels like. It’s a hub of information, giving you a comprehensive view of your digital ecosystem.

Take time to familiarise yourself with the new layout and the various sections, such as the Home, Real-time, and Reports tabs. 

The Home tab overviews your key metrics and highlights any significant changes or trends. 

The Real-time tab shows you what’s happening on your website or app in real-time, giving you a glimpse into the immediate impact of your marketing efforts. 

And the Reports tab is where you can dive deep into specific data sets and generate insightful reports.

Understanding how to navigate the interface will help you make the most of Google Analytics 4 and easily access the necessary information.

It’s like having a compass that guides you through the vast sea of data, helping you steer your business in the right direction.

So, now that you have a better understanding of the setup process and the interface, it’s time to unleash the power of Google Analytics 4. 

Dive into the data, explore the insights, and let your newfound knowledge drive your business forward!

Key Features of Google Analytics 4

Now that you are acquainted with the basics let’s delve into some of the key features that make Google Analytics 4 a powerful tool.

Google Analytics 4 is packed with many features that can help businesses gain valuable insights into user behaviour and optimise their marketing efforts. 

In addition to the basics, several advanced features set Google Analytics 4 apart from its predecessors.

Real-Time Data Tracking Google Analytics 4Real-Time Data Tracking

One of the standout features of Google Analytics 4 is its ability to provide real-time data tracking. This means that businesses can access immediate insights into user behaviour, allowing them to make data-driven decisions on the fly.

Imagine running a marketing campaign and seeing how users interact with your website or app in real-time. 

With Google Analytics 4, you can monitor the performance of ongoing campaigns and identify any potential issues or anomalies as they happen. 

This level of real-time visibility is invaluable for marketers looking to optimise their strategies and make timely adjustments.

For example, let’s say you’re running a limited-time promotion on your website. 

With real-time data tracking, you can see how users are responding to the promotion and make adjustments on the spot to maximise its effectiveness. 

This level of agility can give businesses a competitive edge in today’s fast-paced digital landscape.

Advanced Filtering and Segmentation Google Analytics 4Advanced Filtering And Segmentation

Another significant improvement in Google Analytics 4 is its enhanced filtering and segmentation capabilities. 

With the new version, businesses can create custom segments based on specific criteria, allowing for a more granular analysis of user behaviour.

Businesses can gain deeper insights into various audience segments by creating custom segments and understanding their unique preferences and behaviours. 

For example, you can create segments based on demographics, such as age, location, or even specific actions users take on your website or app.

With this level of segmentation, businesses can tailor their marketing strategies to specific audience segments, ensuring that their campaigns are optimised for maximum effectiveness. 

By understanding the preferences and behaviours of different segments, businesses can deliver personalised experiences that resonate with their target audience.

Cross-Platform Tracking Capabilities Google Analytics 4Cross-Platform Tracking Capabilities

In today’s digital landscape, users interact with businesses across multiple devices and platforms. Tracking user interactions across these touchpoints is crucial to gain a comprehensive view of user behaviour. 

This is where Google Analytics 4’s cross-platform tracking capabilities come into play.

Whether users visit your website on their desktop, mobile, or tablet or interact with your mobile app, Google Analytics 4 can track their actions and provide valuable insights. 

This holistic view enables businesses to identify trends and patterns that can inform their marketing strategies.

For example, let’s say you have an e-commerce website. Cross-platform tracking lets you see if users browse your products on their mobile devices but purchase on their desktops. 

This insight can help you optimise your website and app experiences to facilitate seamless transitions between devices, leading to increased conversions.

Furthermore, cross-platform tracking allows businesses to understand how users engage with their brand across different channels. 

Whether it’s social media, email marketing, or paid advertising, Google Analytics 4 can help businesses measure the impact of their marketing efforts and make data-driven decisions to drive better results.

Google Analytics 4 offers a range of powerful features that can help businesses gain valuable insights into user behaviour and optimise their marketing efforts. 

With real-time data tracking, advanced filtering and segmentation, and cross-platform tracking capabilities, businesses can make data-driven decisions and deliver personalised experiences that resonate with their target audience.

Understanding Google Analytics 4 ReportsUnderstanding Google Analytics 4 Reports

Now that you are familiar with the key features let’s explore the different reports available in Google Analytics 4.

Audience Reports

The audience reports provide valuable insights into your website or app users. 

You can analyse various metrics, such as demographics, interests, and behaviour, to better understand your audience’s characteristics and preferences. 

This information can help you tailor your marketing messages and optimise your campaigns for maximum engagement.

Acquisition Reports

The acquisition reports focus on how users find and access your website or app. 

You can analyse the channels users acquire your content, such as organic search, direct traffic, or paid advertisements. 

This information lets you identify the most effective channels and allocate your marketing budget accordingly.

Behaviour Reports

The behaviour reports offer insights into how users interact with your website or app. 

You can analyse metrics such as page views, session duration, and bounce rate to understand user engagement and identify areas for improvement. 

By understanding user behaviour better, you can optimise your website or app for an enhanced user experience.

Making The Most of Google Analytics 4Making The Most Of Google Analytics 4

Now that you have a solid understanding of Google Analytics 4 and its key features, it’s time to explore how to maximise this powerful tool.

Customising Your Dashboard

Google Analytics 4 allows you to customise your dashboard based on your specific needs. 

You can add or remove widgets, rearrange their positions, and select the metrics and dimensions you want to display. 

By tailoring your dashboard to focus on the most relevant metrics, you can quickly access the necessary information and monitor your performance effectively.

Setting Up Goals And Conversions

Goals and conversions are crucial for measuring the success of your marketing efforts. 

Setting up goals in Google Analytics 4 allows you to track specific user actions, such as purchasing or signing up for a newsletter. 

By monitoring these conversions, you can gauge the effectiveness of your campaigns and make data-driven optimisation decisions.

Integrating With Other Google Tools

Google Analytics 4 seamlessly integrates with other Google tools, such as Google Ads and Google Tag Manager

By integrating these tools, you can enhance your analytics capabilities and gain a more comprehensive view of your marketing efforts. 

This integration allows for more accurate tracking and an improved understanding of the impact of your marketing campaigns.

This comprehensive guide gives you the knowledge and insights to leverage Google Analytics 4 effectively. 

By understanding the key features, exploring the different reports, and making the most of the tool’s customisation options, you can gain valuable insights into your audience and enhance your digital marketing strategies

Embrace the power of Google Analytics 4 and take your analytics game to the next level!

Frequently Asked Questions About Google Analytics 4

What Is Google Analytics 4 Good For?

Google Analytics 4 (GA4) is valuable for its enhanced tracking, reporting, and prediction capabilities. It provides better insights into user behaviour across various devices and platforms and offers more flexible event measurement. With its emphasis on privacy and user-centric measurement, GA4 is well-suited to adapt to evolving user privacy norms and regulations.

Is Google Analytics 4 Certification Worth It?

Securing a GA4 certification can be highly beneficial. It demonstrates proficiency in using the platform, which can appeal to employers and clients. It also ensures that users are well-versed in leveraging GA4’s advanced features to glean actionable insights, which can inform strategic decisions and optimisation efforts.

Should I Upgrade To GA4?

Yes, upgrading to GA4 is recommended. GA4 is the future of Google Analytics, and it is designed to address the limitations of Universal Analytics. GA4 offers more advanced features, improved privacy settings, and a more user-friendly interface. Even if you continue using Universal Analytics, it’s wise to set up a GA4 property in parallel to start collecting data and familiarise yourself with the new interface.

How Do GA4 Track Users?

GA4 uses a combination of user IDs, first-party cookies, and machine learning to track user interactions across websites and apps. By employing Google’s advanced machine learning models, it focuses on events and user-centric privacy, allowing for more accurate and flexible tracking of user behaviour, even without cookies.

Is Google Analytics 4 Hard To Learn?

Learning GA4 can be challenging if you are accustomed to Universal Analytics due to its new event-based tracking model and interface changes. However, with adequate time, resources, and training, users can effectively navigate and utilise GA4’s advanced features to gain deeper insights into user behaviour and improve digital strategies. Numerous online resources and courses are available to aid the learning process.

In today’s digital age, the world of marketing is constantly evolving. As technology becomes increasingly sophisticated, businesses are embracing new tools and strategies to stay ahead. 

One such tool is artificial intelligence (AI), which has revolutionised various industries, including digital marketing. 

By harnessing the power of AI in your marketing efforts, you can unlock a plethora of opportunities and take your business to new heights.

Understanding the Concept of Digital Marketing AIUnderstanding the Concept of Digital Marketing AI

Before diving into the benefits and challenges of implementing AI in your digital marketing strategy, it is essential to grasp the basics of artificial intelligence in marketing. 

AI refers to the capability of machines to imitate human intelligence and perform tasks that traditionally require human intelligence, such as problem-solving, decision-making, and language processing. 

In the context of digital marketing, AI algorithms analyse data from various sources, identify patterns, and make predictions to optimise marketing campaigns and improve customer experiences.

The Basics of Artificial Intelligence in Marketing

Artificial intelligence, at its core, relies on machine learning algorithms. These algorithms enable systems to learn from historical data, adapt to changing circumstances, and make intelligent decisions.

 In marketing, AI algorithms analyse vast amounts of data, such as customer demographics, purchase habits, and online behaviour, to identify trends and patterns humans find challenging to detect. 

This data-driven approach allows marketers to segment their target audiences more effectively and personalise their marketing efforts.

Let’s delve deeper into the world of artificial intelligence in marketing. 

The algorithms used in AI systems are designed to process and analyse data in ways that humans cannot. 

They can identify hidden correlations and patterns that might not be apparent to the human eye. This ability to uncover valuable insights from vast amounts of data is a game-changer for marketers.

Imagine a scenario where a company wants to launch a new product and needs to identify the most suitable target audience. 

With traditional marketing methods, this would involve conducting surveys, analysing market research reports, and relying on intuition. 

However, with AI, marketers can leverage machine learning algorithms to analyse vast amounts of data from various sources, including social media, online forums, and customer databases. 

By doing so, they can identify patterns and preferences that would have otherwise gone unnoticed.

Furthermore, AI algorithms can adapt to changing circumstances and make real-time adjustments to marketing campaigns. 

For example, suppose a particular ad is not performing well with a specific audience segment. In that case, AI can quickly identify this and optimise the campaign by adjusting the targeting parameters or changing the creative elements. 

This level of agility and responsiveness is a significant advantage of AI in marketing.

The Role of AI in Digital Marketing

The role of AI in digital marketing is vast and far-reaching. It can automate repetitive tasks such as data analysis, social media scheduling, and email marketing. 

AI-powered chatbots streamline customer service by providing instant responses to queries and offering personalised recommendations. 

Additionally, AI can optimise ad targeting by identifying the most relevant audiences and optimising bids in real-time based on user behaviour. 

AI can even predict customer preferences to deliver personalised content, increasing engagement and conversions.

One area where AI has made a significant impact is in customer service. With the help of AI-powered chatbots, businesses can provide round-the-clock support to their customers. 

These chatbots can handle various queries, from basic information requests to more complex troubleshooting. 

By leveraging natural language processing capabilities, AI chatbots can understand and respond to customer queries conversationally, mimicking human interactions. 

This improves customer satisfaction and frees human resources to focus on more complex tasks.

Another way AI enhances digital marketing is its ability to analyse and interpret vast amounts of data. 

In today’s digital landscape, businesses can access overwhelming customer data. AI algorithms can use this data to identify valuable insights for marketing strategies. 

For example, AI can analyse customer demographics, purchase history, and online behaviour to create detailed customer profiles. This information can personalise marketing messages and deliver targeted content to specific customer segments.

Moreover, AI can play a crucial role in optimising advertising campaigns. 

By analysing user behaviour and preferences, AI algorithms can identify the most relevant audiences for a particular product or service. This allows marketers to focus their advertising efforts on those most likely to convert, improving the overall return on investment. 

Additionally, AI can continuously monitor and adjust ad campaigns in real-time, optimising bids and placements to maximise performance.

In conclusion, AI has revolutionised the field of digital marketing. Its ability to analyse vast amounts of data, automate repetitive tasks, and deliver personalised experiences has transformed how businesses engage with customers. 

As technology advances, AI will undoubtedly play an even more significant role in shaping the future of digital marketing.

The Benefits of Integrating AI into Your Digital Marketing StrategyThe Benefits of Integrating AI into Your Digital Marketing Strategy

Now that you have a solid understanding of the concept and role of AI in marketing let’s explore the numerous benefits it brings to your digital marketing strategy.

But before we dive into the benefits, let’s take a moment to appreciate the incredible technological advancements that have led us to this point. 

The digital landscape has evolved rapidly over the years and with it, the expectations of customers. 

In today’s hyper-connected world, customers expect personalised experiences that cater to their unique needs and preferences. 

This is where AI comes in.

Enhancing Customer Experience with AIEnhancing Customer Experience with AI

In order to meet these ever-increasing expectations, businesses need to leverage AI to enhance the customer experience. 

By analysing vast customer data, AI can deliver tailored content and recommendations that resonate with individual customers. This level of personalisation goes beyond simply addressing customers by their first name in an email

AI can create personalised product recommendations based on a customer’s browsing and purchase history, send targeted emails that align with their interests, and even provide real-time customer support through chatbots that can accurately understand and respond to customer queries.

Imagine a customer visiting an online clothing store and browsing through various items. 

With AI, the store can analyse the customer’s preferences and show them similar items they are likely to be interested in. This saves the customer time and increases the chances of a successful conversion. Furthermore, AI-powered chatbots can provide:

  • Instant customer support.
  • Answering their questions and resolving their issues promptly.
  • Leading to a positive customer experience.

These personalised interactions improve the customer experience and drive customer loyalty. 

Customers who feel understood and valued are more likely to become repeat buyers and advocates for your brand. This, in turn, leads to increased conversions and revenue.

AI and Data-Driven Marketing Decisions

Data is the lifeblood of digital marketing, and AI helps turn this raw information into actionable insights. 

With AI algorithms analysing vast amounts of data, marketers can make data-driven decisions optimising their marketing campaigns.

But what does this mean in practice? Let’s take a closer look.

Imagine you are running a digital advertising campaign for a new line of fitness products. 

By leveraging AI, you can analyse customer data to identify patterns and trends in their behaviour. This allows you to target the right audience with the right message at the right time. 

For example, suppose the data shows that a particular segment of your audience is more likely to engage with video content. 

In that case, you can allocate more resources towards creating compelling videos that resonate with that specific group.

Furthermore, AI can track and analyse marketing metrics in real time, enabling marketers to make adjustments on-the-fly. 

This level of agility is crucial in today’s fast-paced digital landscape. AI can help identify the issue and suggest alternative strategies if a particular marketing channel is not performing as expected. 

This allows marketers to maximise their return on investment and ensure their marketing efforts align with their business goals.

It’s important to note that AI is not meant to replace human marketers. 

Instead, it complements their skills and expertise by automating repetitive tasks and providing valuable insights that humans may need help uncover independently. 

By integrating AI into your digital marketing strategy, you can leverage the power of technology to drive better results and stay ahead of the competition.

Overcoming Challenges in Implementing Digital Marketing AIOvercoming Challenges in Implementing Digital Marketing AI

While the benefits of AI in digital marketing are undeniable, businesses also need to overcome challenges when implementing AI strategies.

Addressing Common Misconceptions About AI in Marketing

One common misconception about AI in marketing is that it will replace human marketers. 

However, the reality is that AI is a tool that complements human capabilities rather than replacing them. 

AI can automate mundane tasks, freeing marketers’ time to focus on creative strategies and building customer relationships. 

It is important to educate stakeholders about the role of AI and showcase its ability to enhance marketing efforts rather than replace them.

Navigating the Ethical Considerations of AI Use

As AI becomes more prevalent in marketing, addressing the ethical considerations associated with its use is crucial. 

AI algorithms rely on historical data to make predictions, and if the data is biased or incomplete, it can perpetuate inequalities and reinforce stereotypes. 

Businesses must ensure their AI systems are trained on diverse and representative data to avoid unintentional discrimination. 

Furthermore, transparent communication with customers about using AI and data collection is vital to building trust and maintaining ethical standards.

Future Trends in Digital Marketing AIFuture Trends in Digital Marketing AI

The world of AI is dynamic, and with each passing day, new advancements bring forth exciting possibilities for digital marketers.

The Rise of AI-Powered Chatbots in Marketing

Chatbots have become ubiquitous in the digital space, and AI is further enhancing their capabilities. 

AI-powered chatbots can hold conversations that mimic human interactions, providing personalised responses and recommendations. 

These chatbots can handle various customer queries, easing the burden on customer service teams and providing round-the-clock support. 

As AI evolves, chatbots will be increasingly important in delivering exceptional customer experiences.

Predictive Analytics and AI: The Future of Marketing

One of the most exciting applications of AI in marketing is predictive analytics. 

By analysing vast amounts of historical data, AI algorithms can accurately predict future trends and customer behaviour. 

This enables marketers to proactively identify opportunities, optimise marketing strategies, and anticipate customer needs. 

With predictive analytics, businesses can tailor their marketing efforts to stay ahead of the competition and drive growth.

Making the Most of Digital Marketing AI

As you embark on your AI-powered marketing journey, following best practices to reap the full benefits and ensure success is essential.

Best Practices for Integrating AI into Your Marketing Strategy

When integrating AI into your marketing strategy, clearly define your objectives and identify the areas of your marketing efforts that could benefit most from AI automation

Invest in robust AI-powered analytics tools that can provide real-time insights and actionable recommendations. 

Also, foster a continuous learning and experimentation culture as AI algorithms evolve alongside your business. 

Regularly reassess your AI strategies and optimise them based on the latest industry trends and customer feedback.

Measuring the Success of Your AI Marketing Initiatives

As with any marketing initiative, measuring the success of your AI-powered campaigns is crucial. 

Set clear KPIs (Key Performance Indicators) that align with your objectives and monitor them regularly. 

Track metrics such as customer engagement, conversion rates, and revenue generated to gauge the impact of AI on your marketing efforts. 

Use A/B testing to experiment with different AI strategies and continuously refine your approach. You can fine-tune your AI marketing initiatives to achieve optimal results by measuring and iterating.

In conclusion, the integration of AI into digital marketing has the potential to revolutionise the way businesses connect with their customers. 

By understanding the basics of AI in marketing, harnessing its benefits, and navigating the challenges, you can unlock the full potential of digital marketing AI. 

With AI-powered technologies shaping the future of marketing, it’s time to embrace and leverage these tools to stay competitive in the ever-evolving digital landscape.

Frequently Asked Questions About AI in Digital Marketing

How Is AI Used in Digital Marketing?

Artificial Intelligence (AI) in digital marketing is used to analyse vast amounts of data, derive actionable insights, personalise user experiences, automate repetitive tasks, and enhance customer interactions. Its applications include chatbots, predictive analytics, content recommendations, and ad targeting.

What is An Example Of Artificial Intelligence in Digital Marketing?

One typical example is chatbots on websites. These AI-powered bots can answer frequently asked questions, guide users, and even assist in purchasing, providing real-time support without human intervention.

Is Artificial Intelligence Part of Digital Marketing?

Yes, Artificial Intelligence is becoming an integral part of digital marketing. It offers sophisticated tools to improve targeting, optimise campaigns in real-time, predict user behaviours, and enhance the overall customer experience.

What is The Best AI Tool For Digital Marketing?

The “best” AI tool depends on specific needs, but popular choices include:

  • Chatbots: Tools like Drift or Intercom for customer service and engagement.
  • Predictive Analytics: Platforms like Albert or Kustomer for understanding and predicting user behaviours.
  • Personalisation: Dynamic Yield or Adobe Target for delivering personalised content and product recommendations.

How is AI Changing The Face Of Digital Marketing?

AI is revolutionising digital marketing in several ways:

  1. Data Analysis: AI can quickly analyse vast amounts of data, uncovering trends and insights humans might miss.
  2. Personalisation: AI allows the creation of personalised content or product recommendations based on individual user behaviour.
  3. Automation: Many routine tasks, from email campaigns to customer interactions, can be automated using AI, allowing for increased efficiency.
  4. Improved User Experience: With tools like chatbots, AI can enhance the user experience by offering instant assistance.
  5. Predictive Analysis: AI can predict which leads will most likely convert, helping marketers optimise their campaigns in real-time.

There’s no doubt about it that we live in a crazy digital age that’s packed with data.

Especially in the marketing field. 

Businesses are constantly collecting and analysing data to make informed decisions about their marketing strategies. The funny thing is that most marketers still struggle with a very fundamental fact: being data-informed and data-driven are not the same thing!

There’s no denying that digital marketing has evolved. We are facing new technologies and data analytics tools almost every day! 

The double-edged sword of this, however, is that marketers now have more data at their disposal than ever before. 

As a result, marketers must choose between two approaches: data-informed marketing and data-driven marketing. Both are – obviously – reliant on data, but they differ in their underlying philosophy, goals, and methodologies. 

Let’s see how:

Data-Informed vs. Data-Driven Marketing: What’s the Difference?

Being data-informed means using data to aid your decision-making process. 

It’s all about using data to gain insights and understanding but ultimately, the final decision is based on human judgement. 

Data-driven marketing, on the other hand, relies on making decisions based solely on data. It’s about using data to set objectives, make decisions, and measure success.

According to Dhawal Shah, 2Stallions Managing Director, in an interview given at the Programmatic Pioneers Summit 2023: there are pros and cons to both approaches. Being data-informed allows for a more balanced decision-making process that takes both data and human judgement into account.

Essentially, data-informed marketing tips the hat to the fact that while data is valuable it doesn’t always tell the whole story, often overlooking other considerations such as customer experience, brand identity, and business goals. 

By combining data with human judgement, businesses can make more informed decisions that take into account the bigger picture.

However, being data-informed also has its limitations. Too much data can bog marketers down, or worse, overwhelm them in the attempt to analyse it. In addition, marketers might interpret the data differently, leading to different conclusions and decisions.

On the other hand, being data-driven can provide a more objective and measurable approach to marketing… 

Let’s dive a little deeper:

What is Data-informed Marketing, really?

Data-informed marketing is an approach that uses data to inform decisions, rather than drive them. 

Data-informed marketers don’t only look at the analytics and metrics that they gather using platforms and tools. They also gain insight from other sources like customer feedback and market research. This offers a glimpse into the actual human sentiment behind the data that they need to consider.

The trick is, of course, to then use this insight to create a more personalised and effective marketing strategy and campaign.

Pros and Cons of Data-informed Marketing

Using data-informed marketing to create these kinds of personalised and relevant campaigns is one of the key strengths behind data-informed marketing.

Campaign messaging and other content can resonate better with target audiences. 

This strategy is also more flexible than data-driven marketing, allowing for on-the-fly tweaks based on real-time feedback and new data.

The downside, however, is that it can be limited by the quality and quantity of the data that comes in. If data is incomplete or inaccurate, marketers could make decisions based on flawed assumptions, which can lead to ineffective campaigns. 

Additionally, data-informed marketing may not be suitable for all industries or products, as some customers may not have a strong online presence or may not be as responsive to digital marketing efforts.

So what is Data-driven Marketing then?

Data-driven marketing, on the other hand, is an approach that relies heavily on data to drive decisions. 

Data-driven marketers use data analytics tools to gather, analyse, and interpret large amounts of data, such as customer purchase history, web traffic, and social media engagement. They then use this information to make data-backed decisions about marketing strategies, targeting, and messaging.

Pros and Cons of Data-driven Marketing

One of the main advantages of data-driven marketing is its ability to deliver more precise targeting and personalisation. 

By analysing vast amounts of data, data-driven marketers can create highly specific customer segments and tailor marketing messages to each segment.

Data-driven marketing is also more efficient than data-informed marketing, as it can automate many processes, such as A/B testing and optimisation.

One of the downsides of data-driven marketing is that it can sometimes overlook the human element of marketing. While data can provide valuable insights into customer behaviour, it may not always capture the full context of the customer’s needs or emotions. 

Additionally, data-driven marketing can be expensive and time-consuming, as it requires advanced analytics tools and skilled professionals to interpret the data.

Final Thoughts: Benefits of Data-informed and Data-driven Marketing for Marketers and Brands

Both data-informed and data-driven marketing have their unique benefits, and the choice between the two depends on the marketing goals and resources of the brand. Data-informed marketing is ideal for brands that want to create personalised, relevant campaigns, but may not have the resources or infrastructure to implement advanced analytics tools. 

Data-driven marketing is suitable for brands that want to leverage data to drive growth and achieve more precise targeting but may have more significant budgets and more complex marketing needs.

Where does that leave us then?

That really depends on your resources and desired outcomes.

In essence, data-informed and data-driven marketing are two approaches that use data to inform or drive marketing decisions. While both approaches have their pros and cons, they can offer significant benefits for marketers and brands, such as more personalised targeting, higher engagement, and increased ROI. 

Looking to get a bigger picture on your own data-driven or data-informed marketing strategies? Or just want to get started? We can help – our team of experienced marketers can help you implement a bespoke strategy that is aimed at helping you achieve your business goals.

🌟 Leverage the Power of Data With Our Expert Digital Marketing Services. Elevate your brand with data-informed strategies tailored to your unique product and business needs. Elevate your digital game and let us help you boost your online presence today!

We are proud to announce that 2Stallions Digital Marketing Agency has been awarded gold for Excellence in Pivot Marketing at Marketing Excellence Awards 2022.

The Marketing Excellence Awards are designed to celebrate, recognise and reward Singapore’s outstanding marketing campaigns. It is the premier platform for marketers to showcase their creative excellence, successful strategies and effective delivery.

“I’ve always been in awe of the agencies that win at what Cheryl Lim has termed it as the “mother-of-marketing-awards,” Razy Shah wrote on LinkedIn after receiving the award on behalf of the agency, “…I’m grateful to the panel of judges for recognizing our efforts and of course to my teammates for delivering a successful campaign for our client.”

The champions for 2022 were chosen by an independent judging panel comprised of high-calibre, senior industry experts from reputable brands. You can find the full list of winners here.

This year marks 2Stallions’ 10th anniversary, and we are grateful that our work is making such an impact. We work together with our clients and our teams to ensure high-quality campaigns and digital marketing initiatives, and it’s great to see that the efforts of all sides are recognised.

Furthering on his comments, Razy called it a “…beautiful way to cap off our 10 years in the digital agency business…” and we couldn’t agree more.

If you’re out there, wondering how you can drive sales and increase your lead generation, perhaps it’s time to look at improving your own performance marketing. If so, get in touch today, we’re happy – and eager – to help.

For more information about the latest edition of the Marketing Excellence Awards, click here.


Most of us thinking about wealth management and financial planning as something meant for the 1% – those with enough money to actually need such services. The truth is, wealth management and financial planning is something we should all be doing – if only to safeguard our retirement funds.

Helping us fully understand the importance of correctly managing and saving money for a secure and safe future, is digital marketing expert Jason Huan, Chief Marketing Officer at Endowus. Join us for this issue of the Marketing Expert Series as Jason lets us into the world of wealth management and financial planning.

Hi, Jason, thank you for joining us in our Marketing Expert Series. Let’s kick off with some background, can you tell us a bit about yourself? How did you get to where you are now?

It’s been a good 15 years since I last graduated from the pioneer batch of a Technopreneurship program in NUS (National University of Singapore) which focuses on Technology entrepreneurship. From there I’ve honed my functional capabilities across various sectors from education, financial services, and recruitment, to my recent 5 years where I’ve spent time in fast-growth technology companies as the CMO for Lazada Singapore / Philippines as well as Endowus, a wealth management app where I’m currently based.

I was largely on a generalist track focused on digital marketing skillsets. And in the various roles that I’ve served at, I was razor-focused on ensuring that these roles would attend to the knowledge gaps for me to effectively strategise and execute marketing campaigns in an integrated manner.

You’re the Chief Marketing Officer at Endowus. Please tell us a little about the work Endowus does and your role there.

Endowus is the first and only digital advisor in Singapore that is able to manage the core of Singaporeans’ wealth in 3 key sources – namely, the national pension scheme (CPF), a retirement scheme (SRS) and cash. The founders came together to solve for retirement adequacy by curating time-tested and more affordable investment products in the market, as well as removing errant fees being levied on investors that eat into returns by introducing an all-in-one simple fee structure.

The result is creating an investment platform that’s 100% aligned to our clients’ interest as we are not incentivised by anyone else but the client to act in their best interest — as we rebate a 100% of trailer fees back to our clients.

As part of the founding team, I was entrusted with the role of building a brand that is underpinned by core principles of trust, transparency and security. And as a brand which launched through Covid-19, we were thrust into hyper-growth as we doubled down on paid performance on digital channels, as well as content and community marketing, creating video and web content to help people manage their wealth better over periods of uncertainty. Amidst orchestrating content initiatives that are focused on delivering financial literacy, brand campaigns are developed to help people understand how we can help grow their wealth, alongside amplification via paid performance channels.

Is there a part of your role you enjoy most?

I think more than just the role itself is the company’s mission and values. We were founded on improving accessibility to better investment products, as well as lowering the cost of investing which overall improves investment outcomes, so people can live better tomorrow. And I find the work that I do extremely meaningful as a result.

Retirement planning is typically not on the top of the priority list for most, but it doesn’t take a lot to be better planned for that important eventuality. At Endowus, we want to make that first step to building a retirement nest easier.

You also spent some time at Lazada Group – how do those experiences differ from your time at Endowus? Did it prepare you for your current role in any way?

I think the key similarities between the two were that they were hyper growth-focused, where traffic and customer acquisition are key objectives on top of building a strong brand. But where the length of the sales cycle is concerned, they differ vastly in that there’s absolutely a lot more products that can be attractive to a customer on Lazada, versus considering an investment product that requires a minimum investment on Endowus that may fluctuate with market changes.

While the consumer psyche between an e-commerce site and an investment platform is vastly different, from digital marketing touchpoints to the UX onsite, optimisations to improve content discovery and eventual conversions are conceptually similar. Overall, the way we optimize ROI for traffic, as well as customer acquisition, is similar, adjusting for revenue projections based on customer lifetime value.

How have the developments of the COVID-19 Pandemic affected your own strategies as a CMO? What challenges and/or developments have you had to adapt to since the start of 2020? How have you overcome them?

We pivoted very swiftly when news of an islandwide lockdown broke. We converted in-person events to webinars to which we broke down a curriculum-based seasonally on the market and economic events that were unfolding, to help people understand the benefits of taking ownership of their financial health.

The key challenge was convincing investors that they should be looking at managing their wealth more than ever during this period of volatility. But in doubling down on education, as well as outlining our track record from a sound investment strategy—we managed to increase client acquisition many-fold as well as trend strongly as one of the leading robo-advisors with the largest video reach on YouTube, on top of gunning awards for supporting financial literacy.

What sort of lasting impact do you believe the pandemic’s forced acceleration of digital transformation has had on your industry?

Specific to the industry, I think there was a pronounced impact on the need to enhance one’s knowledge of personal finance and investing. As Covid lockdowns affected economies everywhere, shuttering companies and causing people to go out of work, there was a need to be more financially responsible rather than live paycheck to paycheck.

For the savvier investors, there was also the need to be personally empowered to make their own financial decisions as physical bank branches and financial advisors were out of reach. The acceleration in the adoption of digital advisory services like ours while met with initial apprehension is now understood as the new way forward to managing and growing wealth.

Do you think that this impact has permanently changed how you and your team go about your work? Where do you see your strategies going in the next few years?

Financial advisory services have typically been a high touch business—, particularly wealth management. Banks have long depended on their physical presence to reach their clients with more sophisticated products and services. Our work requires us to optimise the way we manage wealth for our clients, from setting up the stage to understanding their needs, to performing KYC, all on a digital platform—enhancing and continually improving on an app-first experience is critical to business success.

In terms of overall strategy, we are hyper-focused on app-first enablement, and optimising the experience around that. From engaging and acquiring our clients via performance marketing channels, to enhancing their ability to explore other products and services we can offer based on their needs at different life stages. We need to be able to offer a holistic one-stop experience that continues to delight them as they grow their wealth with us.

Any advice you’d give to young and/or aspiring marketers?

Never stop learning. The world has evolved tremendously over Covid, and the world of marketing will continue to evolve at a fast pace with changes that are not within our control. Tightening privacy laws, changing regulations—no matter which area of functional expertise, it’ll inadvertently affect your strategy.

It’s been great to learn more about you and your work, Jason, thank you for sharing. How can people connect with you if they’d like to know more about you or Endowus?

Feel free to drop me a message on LinkedIn anytime!

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The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.

Strategic marketing and branding is one of the leading sectors in marketing today. Gone are the days of ‘set and forget’ marketing tactics or ‘hope for the best’ strategies; nowadays, it’s all about strategic insights and taking action on collated data. One of the affects of this shift is that marketers must now have at the very least a good awareness of the impact of their work – and, hopefully, an ability to understand that impact.

As we’ve seen before throughout the Marketing Expert Series, marketers come from all sorts of backgrounds and paths. For some, jumping into the world of marketing is no surprise: a logical step from their background or education that just makes sense. One such individual is our Expert for this issue, Bernard Yong, the Head of Strategic Marketing and Brand Experience at Mah Sing Group, one of Malaysia’s leading property developers. With an affinity for data and analytics, and with a Bachelor’s in Software Engineering, it’s no surprise really that Bernard found his way into marketing, bypassing the IT industry altogether.

Join us for this issue of the Marketing Expert Series to gain a deeper insight into the world of property development marketing and strategic marketing and branding.

Welcome, Bernard! Thanks for joining us in this issue of the Marketing Expert Series! Let’s start with the basics. Tell us a bit about yourself. How did you get to where you are now? 

My background actually is in Computer Science, more specifically in software engineering – I have a Bachelors. However, I haven’t touched a single line of code ever since I graduated back in 2002. I guess at that time, a career in programming just didn’t strike my fancy. After graduating, I did a stint of corporate advisory (with an international accounting firm), where we advised clients on fund-raising and listings.

I first got into property in 2006. Although I had no background nor experience whatsoever in property at that time, I’ve always had a personal interest in property as a product, as an investment vehicle, and as an embodiment of someone’s dreams and aspirations. My role was as Marketing Manager, handling high-end strata projects in Kuala Lumpur.

From there, I moved from strength to strength, and have been in property – in one form or another – ever since. My initial years were focused on sales & marketing, and I made the switch to specialize in Branding and Strategic Marketing when I made the move to TRX City Sdn Bhd back in 2012. Moving away from the core of sales and marketing, into branding and B2B initiatives, was a great learning experience.

I joined my current company in 2017, and my portfolio – besides handling branding & strategic marketing – expanded in 2020 to include the nascent Experience Management division – which I basically kickstarted. The purpose of this new division is to drive increased customer satisfaction amongst our buyers.

Were you always interested in marketing? How did you find your way into this career?

I’ve always had an interest in marketing. During my 20s, I embarked on quite a number of start-ups and business ventures (part-time), ranging from an online clothing retailer to an aggregator of property news. As with any start-up, a robust understanding of marketing was a must, and all these learnings complemented and added value to what I was doing in my day job.

Currently, you’re the Head of Strategic Marketing and Brand Experience at Mah Sing Group. What sort of work does Mah Sing do and what role do you play there?

Mah Sing is one of Malaysia’s largest property developers, and my role is multifold as I head two departments within the organization.

One of my departments – Branding & Strategic Marketing (BSM for short), is the steward of the brand, focusing on driving positive brand perception, awareness and recall. This department also handles all group-related marketing initiatives, ranging from group sales campaigns to partnerships and sponsorships. We’re also tasked with improving overall marketing efficiency for the group, in terms of increased conversions, reduced CPAs, and improving overall marketing ROI.

My second department, which is Experience Management (XM), serves to improve customer experience and satisfaction with regards to our business. We kickstarted a ‘Voice of Customer’ program, where we obtain real-time feedback from customers, and use it to measure out NPS and CSAT scores. With this in place, we’ve then had to work to develop the right KPIs, set up the right organizational structures, obtain the buy-in from key stakeholders, in order to drive change and improvements.

Property development is an interesting industry. What sort of challenges do you face and how do you overcome them?

Yes, it’s an interesting industry. The main challenges now are, and I’ll keep it brief:

  1. The awareness and discovery phases of marketing are increasingly taking place online. This may not seem like a big deal for most industries, but property is still a very bricks-and-mortar physical product. Customers mostly still want to see the physical product (in our case, it’ll be the show unit), before they sign on the dotted line. So, it is this straddling off online and offline, or online-to-offline (O2O as they call it), and striking the right balance, which poses an interesting challenge. We overcome this by building up our online offerings and channels, as we’ve always been strong offline. By building up, I mean ensuring that the sales process is digitized so that it can be monitored and tracked, focusing on increasing the effectiveness of our web assets, shifting more spend to digital marketing, and training and upskilling our team to sell across different modes of communication.
  2. In Malaysia, the property market is going through a soft patch. Structural issues mostly – oversupply caused by many years of rampant development, economic slowdown caused by COVID-19, stagnation in wages and compressed affordability, etc. We’ve responded by shifting our product offerings over the years, to focus more on mass affordable properties. 91% of our recent products are priced below RM700K. The days of selling million-ringgit properties are for now at least, put on hold in view of buyer preference and sentiment.

Let’s talk about you personally, you’re a successful marketer with a lot of experience in branding and creating strong customer experiences. How have your career experiences shaped you as a marketer?

I think all our experiences, be it career or personal, help shape who we are as a professional. There were many lessons learned, and yes mistakes made. I think given my background in IT, and my fondness for data and analytics, I’ve evolved into a marketer who is very much focused on performance.

No matter what we roll out, my question to my team is always “Well, how did it do? Did it meet our objectives?”. The days of execution for execution’s sake, or as the famous saying goes “Half of our marketing budget is going to waste, the problem is I don’t know which half”, are long gone. Marketing is becoming increasingly data-centric, and attributable, and that has greatly informed the way I approach marketing, and even branding in general.

Looking back at your career, is there any experience that you feel had a bigger impact on your life as a whole? Or do you feel like they all add up?

They definitely all add up. I can name one experience which really made me pause and evaluate myself and my approach to leadership. There was one incident where my department suffered a flurry of resignations. Needless to say, this was highly discouraging – to me personally, and disruptive to our operations.

Looking back, I believe I could have perhaps been more attuned to the sentiment of the team, and been that stronger leader they needed at that time. A bitter pill to swallow, yes, but a necessary one. That has definitely impacted the way I lead now, hopefully for the better. I’m still learning.

Now, COVID-19 – the topic none of us can ignore. How have the lockdowns and movement control orders impacted the property market and your work at Mah Sing?

It definitely has impacted the property market. While interest is still high, people are still registering their interest and making bookings (online), there is still a lot of waiting and seeing before they finalize their sale (sign on the sales and purchase agreement). We hope that with the NRP announced recently, the opening up of the economy will happen sooner rather than later.

Do you think there will be a lasting impact from the pandemic that will affect how property developers and indeed marketers go about their business?

Yes, it will. This has been a global, market shifting experience. One that will leave a lasting impact. For one, the way property developers design properties will change. From the previous focus on increasingly fancy common areas and a focus on ‘placemaking’, we have shifted to a strategy of ‘homemaking’, whereby the home is now the core of your personal life. A home is now to be more flexible, cosy, intimate, secure.

In terms of marketing, the massive shift to online and virtual channels will definitely affect how we plan and execute our marketing campaigns. We’re still experimenting with a lot of different formats and mediums, and it’ll be an interesting journey of learning for sure.

What’s next for you, personally? Is there anything you’re looking forward to most when this pandemic is over and done with at last?

I most look forward to hitting the skies and travelling with my family again! I think 99% of people out there would echo this sentiment.

Any advice you’d give to young and aspiring marketers specialists? 

To achieve success for all your plans and initiatives, you need to know what success looks like. What is the outcome (measurable) that you want to achieve? Plan that out, measure it, and work your butt off to achieve it. In today’s world, there is no longer a divide between traditional and digital marketing. Marketing = Digital. So, get comfortable with metrics and analytics, it’ll serve you well.

Thanks for spending some time with us, Bernard! How can people connect with you if they’d like to know more about you?


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Digital marketing has taken a turn since 2020, expanding and growing into industries it hadn’t really touched before. Demand for digital tools like cloud computing and enterprise management software has increased. Marketing cloud software has never been more important. Growth and development in the cloud software industry have flown to the top of the list, with brands and companies clamouring for it to support their remote staff and clients.

In this issue of our Marketing Expert Series, we get to meet Elena Sanchez, Marketing Director for ASEAN at Infor. Join us as Elena shares her experiences and her passion for marketing in this truly motivating and inspirational issue of the Series!

Welcome to the Marketing Expert Series, Elena! It’s great to have you with us! Let’s start with the basics, tell us a bit about yourself! How did you get to where you are now? 

Thanks for inviting me!

About me in a couple of words: originally, I’m from Spain, I always have a big smile, and have strong values. I am a mother of two young kids so I run double or triple shifts!

When I was younger, I wanted to create “new things” so I became an Industrial Design Engineer. When I realized that engineers are normally stuck with plans and 3Ds I did a Masters in Marketing Management and started my marketing career in the lovely city of Valencia, Spain.

Then, Singapore…just happened! I was on a fun trip with friends through Asia and I felt in loved with the city so, a month later, I found myself a job… and it’s been almost 11 years!

Now I lead the ASEAN field marketing at Infor.

Cloud Marketing

What was it that attracted you to this line of work?

I am one of those people that really love what they do. I love marketing strategies, understanding the ‘why’ and the ‘how’ behind customer decisions and the beauty of tracking the intent through the sales cycle.

I love the art of testing and bringing the right content that will attract and convert through the right channels. I also love seeing how our customers improve their processes with our software and become brand advocates, that’s the best possible marketing you can do!

To me, in brief, marketing is the art of making the right impression on our customers’ minds so we can find, influence and win their trust to choose our products and stay with us.

The biggest reward for a marketeer like me is seeing our customers become more efficient and bringing that value to their own clients. That’s always the cherry that tops my cake every day.

Looking back at your career, it’s clear you have a lot of experience throughout the region across a variety of industries. Are there any specific experiences that believe helped shape your career?

Dozens of experiences shaped me into the person I am today.

Starting humble and grounded is a key one. My first job in Singapore was in a small local SI/Cloud Computing company. In this role, I learnt to be hands-on to the max and wear many hats, be versatile and work with a tiny budget. I was doing the end-to-end of the campaigns, from the strategy to the graphic design of digital campaigns – thank God, I had a design background! – to the managing of the platforms (google ads etc.) and data analysis.

I couldn’t afford fancy agencies, so I had to think “cheap” and creative and find partners with a budget! I even re-launched the company website and ended up coding meta-keywords, editing content and changing URL titles etc. myself. This truly paid off as most of our leads started coming inbound.

Later I joined the multinational world where I had more resources, proper marketing automation software, multiple stakeholders and teams that would support you and helpful agencies like 2Stallions that could help outsource and scale the campaign management.

In this environment I learnt to adapt and collaborate widely, it is a different ball game where communication is king to avoid siloed work.

Elena Sanchez - Marketing Cloud SoftwareCurrently, you are the Marketing Director for ASEAN at Infor. Can you tell us about Infor and what it is that the company does?

Infor is a multi-billion-dollar Cloud Software company. Our biggest value proposition is around the deep industry-specific design of our software as our Industry Cloud Suites are designed for the industry needs, so the majority of the functionality is there out of the box.

This fact, plus the ability to be truly on a multi-tenant AWS cloud – to save cost, upgrades, maintenance etc. – and combined with our elite customer support makes us a powerful software option in those industries we play in.

Infor is a massive, multinational company with offices all over the world and thousands of employees and customers. What is it like to be a Marketing Director at Infor?

Even if the company is big, you tend to work with the same 50+ regular people. It is a matter of good communication horizontally and vertically while orchestrating the show.

The culture is one of the big pillars for Infor, people here are nice and friendly and my team is just SIMPLY AMAZING! Super-efficient, pro-active and with a big sense of accountancy. I have a lot of love for each of them.

Only one thing to confess, I am a very social person so one of the skills I had to develop through the years in the multi-national environment was to control my long chit-chatting, sometimes you can’t possibly get the job done if you don’t focus and cut to the point.

Does the company’s size impact the way you develop your strategies?

Yes, it certainly does.

Bigger companies usually mean bigger budgets, bigger policies, more tools, stricter brand guidelines and messaging, bigger targets, more reporting, and a longer approval process.

All this impacts the campaign strategy and the timelines to put a campaign to market.

Now, COVID-19 – I’d be remiss if I didn’t ask how it has affected Infor? Has there been a change in demand for your services?

Every problem comes with an opportunity! For example, Supply chain software is in high demand, COVID has caused disruption in logistics globally. Companies had to deal with peaks on demand for certain products, source other materials and products etc. and certainly not all companies were able to cope with changes in demand patterns, track and trace their products through the chain or forecast as needed.

On the other hand, this tiny virus has caused quite a lot of damage in many of our targeted sectors and hence, many of our customers put their IT budgets for software on hold.

However, Infor is still growing despite the pandemic and we are seeing a big shift to “cloud” software. Many companies struggled to provide remote work-from-home work as they were not on the cloud before, or had no way to access it if not in their offices.

How has the pandemic impacted your marketing strategies?

We shifted to 100% digital, what else could we do? We had no other choice than to think digital and think creatively.

All those beautiful fun events in Thailand and elsewhere were converted to sitting in front of laptops at home. No packing and flight needed but also no afterparty with wine mingling with the customers. I never thought of running a large event 100% online, but it is possible! Even virtual wine tasting is possible too!

Where do you see the region as a whole going due to the impact of COVID-19, any lasting B2B trends you think the industry will show as a result of the pandemic?

In my view, 2022 will be a “more normal” year and some trends will continue:

  • Hybrid events with virtual and in person options.
  • Hybrid work arrangements to allow people to work partially or even totally from home as a default.
  • Also, more trust on employees working from home. Previous miss-conception of “work from home” is not efficient.
  • More cloud-based applications, less on-premises software.
  • Possibly some companies will reconsider the amount of travel they used to do and reduce it.

Elena Sanchez - Marketing Cloud Software

What about you, when this pandemic is over, what’s next?

  1. Party!!!!! big hugs and large catch ups.
  2. First stop: Spain to see the family.
  3. Make a bucket list of trips to do, get rid of my mask and continue smiling

Any advice you’d give to young and aspiring marketers? 

Recipe for success: listen to your audience, research your key competitors, dare to be different and add a pinch of creativity and lots of love. Test it out and make sure you know how to measure success, run pilot campaigns and scale up what works, analyze results and try again.

Most importantly: enjoy what you are doing and never stop learning!

Thank you for sharing your experiences and insights with us, Elena! How can people connect with you if they’d like to know more about you or Infor?

People are welcome to email me at

The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

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Quality website traffic is the lifeblood of every business with an online presence. Driving more traffic to your website is one of the key functions of most digital marketing initiatives, the argument being that once you’ve got them on your site they are exposed to what you’re selling and will, hopefully, make a purchase.

One of the most vital tools to help drive traffic in the right direction is Google Analytics, which comes packed with data! For the uninitiated, leveraging Google Analytics’ insights to boost traffic and search engine ranking can be tricky, but with the right understand and the right approach it can be done. Just remember that like most things in life, results aren’t going to be instantaneous – but they will be sustainable!

A Quick Note about Traffic

Website traffic can be divided into two basic types: organic and paid. 

Organic traffic is what happens ‘naturally’; this is where your search engine optimization (SEO) and content marketing strategies can really make a difference. Both these strategies can help lift your visibility online, making you easier to search for and findable.

Paid traffic, on the other hand, is the traffic generated from when you pop some funding into advertising to make sure that your links and posts appear in front of the people most likely to click through to your website site or landing page. 

7 Ways to Use Google Analytics to Increase Website Traffic

1. Understand your Audience

Knowing your audience is the first and perhaps the easiest step to take to increase your website traffic. Luckily, Google Analytics has always been a big provider of information to help you form a solid picture of what your existing audience is interested in. 

One of the best and most sustainable ways to build organic traffic is to make sure you know what they are searching for and generating relevant keywords from that information. The trick with keywords is to imagine what your target audience might be searching for when they go looking for your product or service. For example, if you sell hairdryers, your target audience would probably be searching for terms like ‘hairdryer’ or ‘best hairdryer’, they may also be searching for product-adjacent items like ‘curling irons’ or ‘heat protection hairspray’. The key is to understand what your audience is typing and working with the data. Google Analytics provides insights into how your audience finds you – their sources, if you will – and this includes information like keywords and search terms.

2. Identify Your Best Content & Optimize

One of the best things about Google Analytics is its ability to tell you what’s working on your website and what’s not. Using page and content reports, you can see exactly where your traffic is spending the most time on your website and where you’re losing their interest. Using this information you can identify your strongest content and pages and improve on areas where you’re weaker.

Another great aspect of Google Analytics is being able to see just how your website visitors are traversing through your site – you can see entry points and exits – and this should add another layer to your optimization strategy. If you’re seeing a lot of traffic come in on a handful of blog posts, then you know they’re catching people’s attention, but maybe you’re losing them on your ‘sign up’ or ‘contact us’ page and you’re not sure why. It might be something as simple as a broken ‘submit’ button, but it could also be that navigation is too difficult or your contact forms too complicated. Remember that most of us like to keep things simple.

3. Identify Potential New Markets

Google Analytics can show you where people are accessing your website from – what countries and cities. If you’re a small company with a local presence and you want to keep it that way, you can use this information to make sure you’re reaching your local audience by changing up your targeting strategy. On the other hand, you might be able to use this opportunity to expand to new markets in different cities or countries outside of your normal target zone. If you find a high demand from outside your zone, why not explore it?

4. Stay on top of Incoming Data

One of the great things about Google Analytics is that you can set it up to email reports to you to provide you with key highlights or detailed insights, depending on what you’re after. Getting this information delivered straight into your inbox can help you act more quickly on incoming data. If you’re getting highlights you’ll see drops and spikes and these will help give you an idea about how your site has done and whether you need to make any adjustments or tweaks. 

5. Discover your Best Traffic Sources & Referrers

Website traffic sources can show you where your getting your website traffic from. As we mentioned, it helps you identify the keywords that people are using to find your site, but Google Analytics can also help you figure out where your traffic is originating – are your organic tactics working? Are your paid campaigns doing their work? What are your best referrer sites? Referrers are sites through which your audience is finding their way to your website – this could include social media, affiliate links, or SEO backlinks. It’s important to know where your audience is coming from you so you can nurture those sources to make sure you maintain that traffic stream.

6. Be Mobile-First

Google Analytics can show you what devices are being used to access your site. Mobile-centric is on the rise, and all websites and online platforms need to put their best foot forward to allow people to visit them on their mobile devices. In fact, mobile-friendliness is one of the main factors in increasing SEO ranking. Using Google Analytics will let you keep an eye on just how mobile-friendly people are finding your site and whether visitor behaviour changes depending on their activity on mobile.

7. Don’t Focus on a Single Metric

This is a key point. Google Analytics offers a whole host of different kinds of data and it can be easy to get lost or to focus on just one data point, but it’s important to use context to get the most out of your data. Don’t fall into the trap of the single metric, make sure you take a look at the bigger picture as well to work up a proper data profile to give you the strongest ability to drive traffic to your website.

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Final Thoughts 

Getting quality website traffic can be tricky if you don’t know where to start. Using Google Analytics can definitely help you identify your site’s strengths and weaknesses and help you find out where your current traffic is coming from. Making the most of the data you’re getting is important to any good digital marketing strategy.

If you’re not sure where to start, or you’d like to step up your data-driven digital marketing, we, 2stallions here to help you! Get in touch and we’ll talk!


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