Strategy

Data analysis

To grow your business successfully, you must understand your customers. This will help you formulate new ideas and come up with effective new methods of increasing sales. Gathering marketing data helps you build a sound knowledge of both your customers and competitors and can be collected in a range of different ways.

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WHAT DATA WILL BE COLLECTED?

The data you collect with be dependent on the nature of your business and what you want the outcomes of your marketing to be. For example, start-up businesses may need to collect a range of data for market research purposes, whereas a business specifically interested in setting up SEO would want to conduct extensive research into keyword choices, density, and frequency. This information will help you to build a more accurate business and marketing strategy.

WHY IS THIS DATA IMPORTANT?

Marketing data helps you to understand your industry and customers better, and this knowledge is essential in providing them with the best product or service possible and in getting them to see it in the first place. Marketing data not only helps you improve your products and services, but also helps you sell them. For example, determining which social media platforms your customers use most tells you where best to focus your social media marketing efforts, helping you spend your budget more effectively.

HOW DOES EDGE APPROACH DATA COLLECTION?

01
COMPETITOR ANALYSIS

The goal of competitor analysis and market research is to evaluate the performance of other businesses within your industry. Based on such analysis, you can assess the reasoning behind the success of your competitors. This then allows you to pinpoint you own brand and position your business in a more advantageous market position. Market research allows you to assess industry trends.
02
CUSTOMER PERSONAS

A customer journey map is a visual tool that helps marketers to outline the story of a customer’s experience from the first interaction with their business to the development of a long-term relationship from the client’s point of view.
03
CUSTOMER JOURNEY MAPPING

Personas are based on the analysis and research into real customers and helps marketers build a detailed picture of who your customers are. This includes information on their personal motivations and expectations, what kind of communication they prefer and what they value in a brand.
04
SEO

Effective SEO practices ensure your website generates more traffic, leads, sales and most importantly, money. We use multiple tools to collect data on keywords such as search volume and the level of competition for each word. The data can show if a keyword is branded, seasonal, misspelled, or localised, and then helps us develop specific strategies for each keyword. It can also help us judge the success of our strategy and adapt it accordingly, guaranteeing continued progress.
05
SOCIAL MEDIA

Social media platforms often provide audience breakdowns. Assessing your current followers on features such as age, gender and location highlights any differences between your physical and ideal audience. From this, we can tailor our strategy to attract the right audience.
06
PPC/ADVERTISING

A key aspect to a successful paid search campaign is ensuring that your advertisements are relevant to your target audience. An important step within our PPC management process involves defining your customers so that your content can be tailored to them based on their intent and buying stage.