When was the last time you audited your marketing data? I mean really dove into the numbers for the previous 6, 12, 24 months?

The truth is, most business owners don’t. They overlook the data of the past and only focus on what is happening today.

In this article I want to discuss why auditing your prior marketing data is crucial for success in marketing.

Learning from the Past Leads to Better Decision Making Today

This is pretty self explanatory but overlooked. You spent a lot of money and time marketing for your business over the last 12 months. That data, regardless of if it’s for successful marketing campaigns or failed ones has a lot of value.

By ignoring this data, you end up doing what most people marketing do…they make the same mistakes over and over again and don’t learn from the past. They don’t make pivots fast enough to set themselves up in the best direction for maximum results.

This is what your marketing process should look like.
Market
Audit
Pivot
Market
Audit
Pivot
Market
Comprehensive Audit
Large Pivot
Market
Audit
Pivot
Market
Audit
Pivot
Market
Comprehensive Audit
Large Pivot
Market
.
.
.
As you can see, marketing, auditing and pivoting all play a key role together in making sure you have a successful marketing process.

Value in the Data

The most expensive part of marketing is learning what works and what doesn’t. If I were to start a local solar company in San Diego today and wanted to get off the ground running as quickly as possible, I would pay an arm and a leg to get the prior 12 months of marketing data from another solar company in the area. Data is what gives you an advantage over your competitors and makes it harder for newcomers to enter the market. Regardless, most business owners take this data for granted and never utilize it.

Marketing Data Tells a Story

It’s important that you not only audit each area of your marketing individually but actually take a look at everything as one piece as well. By looking over all the areas of your marketing as a whole, you can start to see a story unravel. You will be able to see how things in one area affect others and vice versa. You will also be able to see where certain events in your business had a noticeable effect such as being featured in the news to hiring a new marketing agency.

Reports without Context is Misleading

This is a common mistake many business owners make. They take data by itself as gospel. It’s very important to understand context behind the data and not just look at it with a black and white lense. Just looking at numbers tells a very low level story of what works and doesn’t. Understanding why the numbers are the way they are from a multidimensional and professional view is where the value is. Automated reports are a great first step to auditing your marketing but that’s really all it is…a great first step. Without context around it, you can easily be misled and make the wrong decisions moving forward.

I think it’s time you start appreciating that data of yours because if you don’t…one of your competitors will.

If you need a comprehensive audit of your marketing data then you can always reach out to us at www.aosaudit.com.

CategoryMarketing Audit

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