Data can help businesses better understand their customers, improve their advertising campaigns, personalize their content and improve their bottom lines. The advantages of data are many, but you can’t access these benefits without the proper data analytics tools and processes. While raw data has a lot of potential, you need data analytics to unlock the power to grow your business.

The term data analytics refers to the process of examining datasets to draw conclusions about the information they contain. Data analytic techniques enable you to take raw data and uncover patterns to extract valuable insights from it.

Today, many data analytics techniques use specialized systems and software that integrate machine learning algorithms, automation and other capabilities.

Data Scientists and Analysts use data analytics techniques in their research, and businesses also use it to inform their decisions. Data analysis can help companies better understand their customers, evaluate their ad campaigns, personalize content, create content strategies and develop products. Ultimately, businesses can use data analytics to boost business performance and improve their bottom line.

For businesses, the data they use may include historical data or new information they collect for a particular initiative. They may also collect it first-hand from their customers and site visitors or purchase it from other organizations. Data a company collects about its own customers is called first-party data, data a company obtains from a known organization that collected it is called second-party data, and aggregated data a company buys from a marketplace is called third-party data. The data a company uses may include information about an audience’s demographics, their interests, behaviors and more.

4 Ways to Use Data Analytics

Data has the potential to provide a lot of value to businesses, but to unlock that value, you need the analytics component. Analysis techniques give businesses access to insights that can help them to improve their performance. It can help you improve your knowledge of your customers, ad campaigns, budget and more.

As the importance of data analytics in the business world increases, it becomes more critical that your company understand how to implement it. Some benefits of data analytics include:

Improved Decision Making
Companies can use the insights they gain from data analytics to inform their decisions, leading to better outcomes.

Data analytics eliminates much of the guesswork from planning marketing campaigns, choosing what content to create, developing products and more. It gives you a 360-degree view of your customers, which means you understand them more fully, enabling you to better meet their needs. Plus, with modern data analytics technology, you can continuously collect and analyze new data to update your understanding as conditions change.

More Effective Marketing
When you understand your audience better, you can market to them more effectively. Data analytics also gives you useful insights into how your campaigns are performing so that you can fine-tune them for optimal outcomes.

Using the Lotame Campaign Analytics tool, you can gain insights into which audience segments are most likely to interact with a campaign and convert. You can use this information to adjust your targeting criteria either manually or through automation, or use it to develop different messaging and creative for different segments. Improving your targeting results in more conversions and less ad waste.

Better Customer Service
Data analytics provide you with more insights into your customers, allowing you to tailor customer service to their needs, provide more personalization and build stronger relationships with them.

Your data can reveal information about your customers’ communications preferences, their interests, their concerns and more. Having a central location for this data also ensures that your whole customer service team, as well as your sales and marketing teams, are on the same page.

More Efficient Operations
Data analytics can help you streamline your processes, save money and boost your bottom line. When you have an improved understanding of what your audience wants, you waste less time on creating ads and content that don’t match your audience’s interests.

This means less money wasted as well as improved results from your campaigns and content strategies. In addition to reducing your costs, analytics can also boost your revenue through increased conversions, ad revenue or subscriptions.