RAAK_Blog-Header_Marketing automation tool or email marketing tool Let the features decide!

Analyze your data sources with a 4-step plan

One of the key drivers to successful email marketing is a lively and ever-expanding database. And to make their database grow, most brands use multiple ways to harvest new data. This is of course a good way to do it. But in the rush of setting up new data flows, we sometimes forget to add the data source. But why is it so important to add a data source?

Well simply put: in the end, when all data is stocked in one database, it is difficult to analyze which channel generated the most new data. And not knowing which channels perform well and which underperform, makes it impossible to add or diminish resources.

An example? If you have 2 data resources: the data capture on your website and a form on a campaign page, it could be that you get 60% of data from your website and 40% from your landing page. But if you look at the total traffic and you see 80% traffic to your website and 20% to your landing page, this means that the data conversion rate on your landing page is higher than on your website. This knowledge offers you the funded insight that it would be wise to add resources to your landing page and test new subscribing methods on your website.

Here's a 4-step plan to help you:

1. Analyze all online forms
Start indexing the form on your website, landingpage, social sign-up, mobile sign-up, referral sites, co-registration, …

2. Add the data source
Add a hidden field to all these sign-up forms with a right tag with the data source.

3. Use data analysis
Set up a tracking and monitoring dashboard to see to what percentage every online form contributes to new data.

4. Use time monitoring
Track how different channels are a part of your database. Measure the data changes over time. Measure the average data lifetime per channel,….

Adding a simple data form opens a range of new analytics and insights. Insights that are valuable to determine resources. You can compare it to website analytics tools, where you can add tags to URL's to track where exactly your traffic is coming from.

Conclusion

Learn where exactly your data is coming from. If you have multiple sign-up forms, make sure to add a hidden field that tags the source of any data you capture.

Posted on
Aug 7, 2014