by Jayson DeMers

Business intelligence is one of the best ways companies can visualize their data, understand it, and make intelligent, informed decisions based on it. By accumulating raw data and transforming it into actionable insight, you can identify trends and patterns of behavior among consumers and your demographic in general.

While this information is useful for numerous
business practices, implementing it into an online marketing campaign can take
your campaign to a whole new level of insight and ROI. In this article, I’ll
discuss how business intelligence and online marketing fit together, and how to
combine them to optimize your online marketing initiative.

Understanding
the Performance of Multiple Channels

In order to run the most effective marketing
campaign possible, it’s important to understand which marketing channels are
driving the most traffic and which ones aren’t worth anymore time. Through an understanding
of your analytics
and data mining, you can determine how well each channel
is performing and make informed decisions on how to modify your existing
campaigns.

For instance, a campaign might incorporate several
marketing facets, including SEO, social media marketing, and email marketing. Business
intelligence software might reveal that your SEO and social media campaigns are
bringing in the bulk of your website traffic, while email marketing is only bringing
in a minimal amount. With this information, you could halt your email marketing
campaign and divert resources to one of your other marketing tactics that’s
resulting in better ROI.

To break it down one step further, business
intelligence would show you which keywords are resulting in the most traffic in
your SEO campaign and which social media channels are resulting in the most
conversions. For example, 75 percent of traffic may be coming from Facebook
while only 25 percent is coming from Twitter. With this information, diverting
resources to your Facebook campaign could be wise.

Audience
and Customer Behavioral Trends

Tracking the behavior of individual visitors and
leads is another way that business intelligence fits in with online marketing.
Although software products will vary, many will display information like:

·        
Bounce rate (how long visitors stay on
your website)

·        
Visitor and customer location

·        
How many pages are being viewed during
the course of a visit

·        
Which pages are most popular

·        
Areas of a site that are getting the
most clicks

·        
Conversion rates

·        
Real time data

The more thorough the information, the better your
understanding will be of your audience and customers’ behavior. Consequently,
this should help you establish a marketing campaign that’s built on fact rather
than assumption.

After gaining a clear perspective of how your site
is being used and found by your visitors, it’s much easier to capitalize on
your strengths and improve upon your weaknesses. Even if your campaign is in a
dire position initially, the information gained through business intelligence
should put you back on the right path to success.

Better
Visitor and Customer Experience

Additionally, you can expect to develop an online
marketing campaign that’s tailored to meet your visitors’ and customers’
expectations. By examining things like visitor loyalty, site exploration trends,
time on site, bounce rate, and overall campaign performance, you’ll have the
insight you need to optimize and improve customer experience, which will lead
to better conversion rates and happier customers.

Here’s an example. Let’s say some blog posts about
one topic are getting tons of clicks and keeping visitors on your site for an
extended amount of time, while other posts about another topic aren’t resulting
in much traffic. Understanding what makes visitors and customers tick is a great
way to build rapport and establish repeat customers. In some cases, this can
even lead to brand ambassadors who are willing to go to bat for your company
and spread a positive message.

Also, experimenting with product placement, content
placement and landing pages while simultaneously gathering data is perfect for
maximizing your conversion rate. Maybe products on your website’s sidebar are resulting
in a high conversion rate while products on an individual landing page are converting
very poorly. Business intelligence would help you spot these trends, allowing
you to make adjustments to product placement to maximize conversions of your
most profitable products.

Now that we have a better understanding of how business
intelligence correlates with online marketing, here are my top 3 recommended
business intelligence products on the market.

  1. Domo
  2. SAS
  3. Tableau

After comparing all three, I’d recommend Domo for most situations. It’s designed to
provide marketing professionals with solid business intelligence and
encompasses several areas including customer relationship management, web
analytics, marketing automation and social data. According to
VentureBeat,
“Domo hopes to give executives and managers a single, customizable, sharable
view of the business metrics that matter to them, delivering its product as an
online service, similar to the way Salesforce.com, Omniture, Microsoft’s Office
365, and other software-as-a-service (SaaS) solutions work.”

Conclusion

In an expanding global economy where competition in many
industries is at an all time high, business intelligence is becoming
increasingly important. Regardless of how effective business operations are and
how high conversion rates are, there’s always room for improvement.

By integrating the right business intelligence
software into your online marketing campaign, you’re taking a big step to optimizing
your performance and truly understanding consumer behavior. In turn, this can
lay the framework to building a thriving company, even in the midst of a highly
competitive industry. 

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How to Use Business Intelligence to Optimize Your Online Marketing Initiative

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