Business Intelligence (BI) tools take all of that data you have in many places throughout your network and analyze them. Through this, important insights can be gleaned – a handy tool for any department. Marketing teams in particular can capitalize on this information by applying it to their campaigns for purposes of targeting and understanding ROI. Today’s customer uses all available channels and resources to research a product, and through Business Intelligence, a marketer can make sure they have the right message in the right place at the right time to reach their target audience.
One of the hardest jobs a marketer has is to understand the mindset of their customer. BI opens up the possibility of predictive analytics. The process of uncovering future trends can only be done when you have big data that is analyzed. This includes data that can support the sales team, information about what time of day to send an automated email to a targeted audience, and so much more. Predictive analytics help a marketer understand their customer’s behavior better and can even allow you to see up-to-the-minute data on customer behavior. Through looking at the behavior of customers across social media and the web, a marketer can start to understand the thought process of their customer. Once you’ve unlocked this key, building tailored campaigns become much easier.
For marketers, it’s especially important to have an integrated approach to your work. Marketers today have to work across several channels to reach their audiences, and it’s imperative the message shared across these different channel is the same. From email to social media to radio advertising, the message received by your audience needs consistency. Making the customer experience seamless is easier when all of your platforms are integrated with one another. Business Intelligence pulls information from all your disparate platforms, making it easy to compare your messaging and even do some A/B testing.
A marketer relies on measuring success in important categories to determine the most important influences on business performance. These KPIs monitor the efficiency of a campaign through a myriad of metrics including cost per click, cost per lead, bounce rates, and so on. Business Intelligence dashboards make it easy to monitor these KPIs all day, every day. This means trends can be uncovered much faster than before. Overtime, monitoring these KPIs can also yield insights into customer satisfaction, increased revenue, and many other things.
Business Intelligence is a truly transformative tool in every area of business. Marketing is no different. Business Intelligence draws together data from all over and organizes it any way you need it. If you need to know which customers are engaging where or the best time to run an email campaign, the insights from Business Intelligence can give you those answers. This is a flexible yet powerful tool with the ability to keep your marketing efforts both efficient and effective.