Uniting Digital Marketing and BI (Business Intelligence) is one of the biggest trends in Digital Marketing. But do you know exactly what BI is? Business Intelligence applications analyze, in-depth, the data that a company has, for example, transactions completed on its e-commerce site or even customer profiles. The BI process then transforms this collected data into information to be used in making strategic decisions related to the business, such as starting a new marketing campaign or promoting a certain type of product.
The union of Digital Marketing and BI
Business Intelligence can be extremely useful for a well-crafted marketing strategy. Although it has been a trend in recent years, the use of BI is not so recent. The first Business Intelligence tools were introduced in marketing in the early 2000s. It is common practice to combine Digital Marketing and BI, such as using data analysis methodologies for customer loyalty projects, cross-selling, demand forecasting, etc. Over the years, software’s ease of use has increased, and predictive models have become increasingly effective. Today, however, there are new challenges to be addressed: the available data, both internal and external, is constantly increasing. This gigantic source of data is transformed into information and insights because, in the data-driven business, the ability of companies to compete and be effective largely depends on it.
Digital Marketing and BI Strategies
There are several ways in which Digital Marketing can make use of Business Intelligence processes. Meet some:
Data analysis
It is now possible to work with real-time analytics based on user demographic and behavioral data. Social media and search engine campaigns can benefit from the structured analysis used by BI experts. For example, SEM (Search Engine Marketing) is increasingly taking an analytical stance, as many analytics platforms (such as Google Analytics) provide a depth of data that includes basic demographics and user search behavior. Also, social media engagement data is a great way to look at the general demographics (age, gender, location) of users who engage the most with the company online.
Advertising
Providing comprehensive audience data across offline and online platforms can help better target campaigns. BI enables companies to build behavior patterns for their ideal audience across multiple forms of media, including television, radio, print, and online.
Content Strategy
BI, from Big Data, can give marketers a good idea about their target audience. So they can understand what kind of online content results in the most traffic and conversions. It gives the company an idea of what is most interesting to their target audience, allowing them to modify their content strategy in the future. Were you able to visualize the importance of Business Intelligence in your business? Start thinking about integrating Digital Marketing and BI in your company.