Utilizing analytics to drive effective campaigns — Caitlin Wiggins // Liquified Creative

Show Notes

• 01:57
  Harnessing the power of data and analytics in marketing campaigns

  Marketing analytics holds value across all types of marketing campaigns. By leveraging an analytics platform to integrate all analytics into a central hub, you can view your paid, earned, and owned marketing campaigns as a unified and comprehensive picture.
• 02:55
  Understanding owned marketing channels

  Owned channels are those channels your brand operates itself, such as your website and social media platforms your brand is on. Brands have complete control over these marketing channels without incurring advertising fees.
• 03:58
  Maximizing paid media campaigns with analytics

  Paid media campaigns carry a higher risk due to the financial investment involved. Therefore, applying analytics to optimize these campaigns is crucial for achieving success and maximizing ROI.
• 04:35
  Measuring the value of influencer marketing

  Measuring the value of influencer marketing is challenging given uncertainties about pricing, engagement, and visibility. Despite employing influencers in various campaigns, Liquified Creative found hyperlocal campaigns to be more successful due to their targeted nature.
• 07:21
  Challenges in influencer marketing campaigns

  A crucial aspect of a successful influencer campaign lies in identifying a highly specific niche that aligns with the interests and followers of the chosen influencer. But it can be challenging to find influencers who can drive action around niche topics or events.
• 08:41
  Leveraging data to identify the right influencers for marketing campaigns

  Data can be helpful in finding the right influencers. The best influencers are those who are willing to share their behind-the-scenes data and insights before you make a decision.
• 08:58
  The importance of media kits in influencer marketing decisions

  As marketers, especially if new to influencer marketing, requesting a media kit is advised as it is crucial for your decision-making process. For better results, it's beneficial to work with familiar influencers over time and assess past performance to understand what works and what doesn't.
• 10:21
  Navigating pricing for influencer marketing

  There is no standard formula, and influencers can set their own prices, making it difficult for marketers to assess their worth. Ultimately, the decision on how much to pay an influencer depends on the size of the entity, the goal of the campaign, and the budget of the brand.
• 13:11
  Enhancing decision making with analytics in paid channel campaigns

  When running campaigns on paid channels like Facebook, its crucial to support decision-making with an analytics platform. While native platforms will suffice for small and new businesses, multichannel campaigns demand an advanced all-in-one analytics solution.
• 15:11
  Advanced analytics platforms and their benefits

  Funnel.io enables users to consolidate, analyze, and interpret marketing data from various sources in one location. This facilitates presenting insights to decision-makers for budget planning and eliminates the need to assemble data from multiple sources manually.
• 16:30
  The best analytics platforms for small and new businesses

  Google Analytics is the recommended platform and it has the ability to integrate other marketing channels for data insights and decision-making. Also, leveraging the available integrations on platforms youre currently using can serve as a cost-effective alternative to large-scale data hubs.
• 18:42
  Leveraging analytics platforms to justify marketing budgets

  Analytics platforms offer valuable insights to evaluate marketing campaign effectiveness and justify budget allocations in certain channels. Ultimately, these platforms enable marketers to draw conclusions and tell a compelling data story to decision-makers.