Digital Cheshire

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Dynamic Data – What it means and how to use it

a man sitting at a desk in front of a computer

Royal Flush Marketing are an advertising and marketing agency based in Manchester, helping businesses achieve their marketing objectives with data guided and researched backed creative solutions.

Working with start-ups, SMEs and blue chips, Royal Flush Marketing offer a range of services to businesses looking to improve their marketing strategy. From brand consultancy and business mapping to digital marketing, creative services and marketing consultancy – Royal Flush Marketing provide their clients with the tools they need to cut through the noise and elevate them above their competitors.

At Digital Cheshire, our masterclasses are delivered by industry experts such as Royal Flush Marketing, ensuring you receive the guidance and knowledge your business needs to develop in, and successfully navigate, an ever-changing digital environment.

We caught up with Managing Director of Royal Flush Marketing, Ben Martin, to hear his thoughts on ‘dynamic data’ and how you can use data to maximise your business success.

Data guided strategy and ‘dynamic data’

Great data in your business can help with decision making and allows you to connect closely with your customers. Businesses can use the data available to them to help run their business more effectively, using data to understand where improvements can be made and in turn devising research backed creative solutions.

“Detailed data guided strategies help not just with the three-to-five-year objectives, but also in the short term too. These data led strategies are what is going to get you there, quickest, helping to achieve the return on investment that you’re looking for.”

Businesses are receiving data all of the time in multiple forms. From the number of people who have walked into your shop or the number of people visiting your website, businesses have a constant stream of data coming in. The observations from this data, such as the type of people visiting your site, can be used to create effective strategies.

“Does it tend to be older people that are coming in to buy from you or does it tend to be young people? Who comes in most frequently and who spends the most? You’re going to have product information, which products sell the most and which products sell seasonally.”

Data in and of itself is static, but as soon as you start to use that information, using that data to take action, it becomes dynamic. Being aware of how much data your business has to hand is key, collecting that information to help inform your business of what activities it should be doing. A website alone provides enough data for businesses to gain real insight into their customers and come up with data guided strategy.

Information about who’s visiting you and where they’re coming from. Differentiating between demographics and locations. Or even how long your customers spend on your website, and which pages they visit more frequently. This is all data that can be used dynamically to improve your business performance.

“Once businesses start to use the data they have to plan their approach, then it becomes really powerful because it tells them when they need to take certain actions, it tells them when they need to do marketing for example. It tells them when they need to reduce costs by not spending as much on particular products, and it can give them the information they need when making business critical decisions.”

a bald man with a goatee smiles at the camera

Powerful Analytics

There are a whole host of tools readily available for businesses to utilise in the modern digital world. From project management tools to customer relationship management software, businesses can use data to make the most of these applications and improve how they use the data received from clients.

“People are using websites all the time, mainly on the mobile nowadays, but still certainly business to business. They still use desktop computers as well. So, your website really is a very powerful tool because, the first thing, the first piece of data that website tells us about is intention. If someone’s visiting you, visiting your website, it shows some degree of intention.

If they’ve got particular interests, they’re a potential customer or client. So, on that very basic level, that’s a potential sale. So, for every visitor to your website, if you treat them as potential sales, many businesses will have lost millions of pounds worth of sales from all the visitors that have been on their website and done nothing – not being recorded, not being noticed, not being progressed and not being converted.”

One such tool, Google Analytics, can provide in-depth insight into your business data, giving you the information you need to innovate your approach and strategy. Businesses can use analytics to improve website functionality and usability whilst also using it to measure website return on investment by implementing a more targeted data led strategy.

“Once you start getting into the Google analytics side of things, you start to learn what your website’s doing, how people are interacting with it and how the website’s failing so that you can improve it and actually turn it into a more powerful tool that starts converting.”

Google analytics can be used to help you understand how to convert web traffic and how to update and optimize your website. It can tell you significant and valuable information about your types of customers, what they’re interested in, or the products that they might be interested in for example. All this information and data insight allows businesses to successfully capitalise on all their potential website conversion points.

“It might be a data capture. It could be a lead capture. It could be sending them into a phone call, filling in a form or pressing the button and actually buying something through your website. There are loads of different things a website can do and all of them are conversion points.”

Royal Flush Marketing are one of the training providers for Digital Cheshire and they’ve recently launched a programme to help SMEs with their digital transformation. They are delivering digital masterclasses covering different areas of marketing from creating compelling content, paid marketing, google analytics and marketing strategy.



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