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Data: Integral Part of the Marketing Industry Featured

"together now" "together now"

“Let's work together to identify the ways we'll measure the effectiveness of my work,” Julie Igorevna, founder and digital superhero of Kur8 tells her new clients. Igorevna runs a digital marketing and PR boutique agency that enables tech start-ups to get their story heard. “We strive to help our clients find their creative voice through a variety of services.” So much of today’s marketing industry is driven by statistics that it practically goes hand and hand. Upon opening her agency, Igorevna knew she wanted to incorporate data in her business model to ensure that she could contribute to her clients’ success. “Our data shows that for every $1 spent on email marketing; $44 is made in return.”

I asked Igorevna why she thought that was. “…. data is not up for discussion, it’s not an opinion, it’s not a knee-jerk reaction,” she remarks. “Data tells a story, and we use it to enhance our recommendations and solidify our strategy for success.”

While Kur8 specializes in different disciplines of digital marketing - the main goal of the agency’s work is to drive website traffic and generate leads. One of the ways that Kur8 accomplishes this is through email marketing campaigns. “Research shows that people who buy products marketed through email spend 138% more than people who do not receive email offers,” Igorevna said referring to a 2018 Wordstream article regarding email marketing statistics. With 86% of professionals opting to use email as their main point of contact (Hubspot, 2017) I can’t help but wonder why companies don’t utilize these campaigns more frequently.

I asked Igorevna why she thought that was. “Clients typically have preconceived ideas of what works and how to best address their audience, and many times they’re right. And why wouldn’t they be?” She asks. “The problems arise when their heart and soul are not enough to successfully market a product and they don’t understand why.” Hubspot confirms Igorevna’s theory in “The Ultimate List of Marketing Statistics for 2019” white paper published on their website. In it they quote a 2016 article which reported that 15% of marketers surveyed say their company still does not regularly review email opens and clicks. If organizations fail to see how their email campaigns perform how will they understand which tactics are resonating with their audience?

As luck would have it - data is becoming a more integral part of marketing departments across a wide range of industries. The last question I asked Igorevna was why it is so important for marketing departments to keep up with data trends. “I anticipate that businesses are going to pinpoint opportunities to streamline processes, just like Instagram has with its checkout button. And the most successful will weave analytics into their work.”  As analytics continue to equate to success, marketing executives will be encouraged to prove their success with facts and figures such as return on investment (ROI) and marketing qualified leads (MQLs). “The future of analytics isn't in monitoring; it's creating actions. To survive, you'll need to use your skills to get people to take action,” Igorevna concludes.

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Danielle Loughnane

Danielle Loughnane earned her B.F.A. in Creative Writing from Emerson College and has been working in the marketing and data science field since 2015.

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