January 20, 2023

For 2023, some marketers are making some very tough decisions.  For us marketers, the economic challenges are an opportunity for data-driven objectives to deliver targeted campaigns with less waste. This year, marketers will take a methodical approach to avoid repeating mistakes. Here’s how we’ll be implementing data into our marketing campaigns.

Step One

Take control of your data capabilities. They will help you identify opportunities to make an impact with consumers without overspending.

Step Two

Conduct a comprehensive analysis of your data. The more data you can access, the easier you pinpoint and track metrics against your business goals.

Step Three

Eliminate internal silos. Collaboration will allow for more transparency and creativity, and ultimately yield better results, like data-informed creative campaigns.

Step Four

Prepare for Google Analytics 4 (GA4). GA4 is Google’s new analytics tool that will replace the current Universal Analytics and Google Analytics 360 platforms. It’s designed to deliver more actionable metrics.

Step Five

Capture historic data. Brands that prepare early by dual tagging their websites will capture the most historical data. This is critical to evaluating performance in a year when return on ad spend is critical.

2023 is not the year to cut marketing budgets. Instead, marketers need to double down on their data to effectively reach consumers without overspending.  

Carolina Macedo, the author, is Project Coordinator of Marketing Keys.

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January 20, 2023