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Until the early 21st Century, most of the data we used in business was structured and small in size. Business decisions were made by analyzing data using simple age-old business intelligence tools.  Books, journals, and even going to the public library were some of the ways we did research.

Google changed that paradigm by introducing web-based search. Google could effectively find almost all the necessary parts we needed to analyze problems and to make successful decisions. Then things got complicated.

Data in most traditional systems had previously been structured and easy to digest. Now, more and more of the data we work with is either semi-structured or unstructured. Some researchers say that by as soon as 2020, more than 80% of the data we work with will be completely unstructured.

Data Analytics solves this problem. Data Analytics organizes data with the simple design objective of finding answers that will help a business make the right evidence-backed decisions. No longer does it make any difference whether the data is structured or unstructured.

Today, analysts and data scientists can process all the data they need in mere seconds. By using powerful computing systems that were unheard of only a few years ago, the data can be sifted through and organized in whatever ways necessary to discover trends or correlations to help a business solve whatever problems it has. The result is that these data-driven insights can transform a business and give it a huge competitive advantage.

What is Data Analytics?

Data analytics takes basic data and transforms it into manageable segments that a business can use to solve problems. Whether the data is manually analyzed or done by an automated analytics application, data analysis always begins with a question and then examines the applicable data to find answers.

Every operational task and customer interaction in a business generates valuable data. Analyzing that data can help a business make better decisions and uncover helpful insights that can be so enormously beneficial that they have the power to transform a business.

Companies that embrace data analytics not have the ability to outperform their competition but to continually exceed expectations. Data analytics helps them drive business decisions, from operations, marketing, and even the products they create. Every aspect of a business will show benefits.

The potential of your data can now go beyond simply making good business decisions. You can find insights about your business or customers that can actually reshape your approach and potentially lead to tremendous growth.

Organizations that were born in the digital age were built around their IT platforms. All their business processes are IT-driven and powered by the data they have carefully collected. Every decision and every action they make is based on how they process their customer and user data sets.

However, not all organizations were born digital. Most traditional organizations will have various degrees of IT sophistication, but the question is, how can they transform themselves into a totally digitized business organization? The answer is through data analytics.

Analyzing your Data

But data analytics is worthless until it is processed, analyzed, and is capable of answering your questions. In today’s world, every business has access to data. To have a competitive advantage, companies must be able to turn their data-driven insights into ideas and decisions. These can transform their business and drive their future growth.

  • The first step in implementing data analytics into your business is to set a clear business objective. Once you have established your goals, it will be a lot easier to understand and ask the questions you will need to use the data to find answers.
  • The second step is that once you know your objective, and what you want to discover, look in your technology applications to find the best available data and metrics to analyze. You should already be collecting transactional data, so it’s now time to put it to use.
  • The third step is to use a tool to analyze your data. Historically this was done with a highly-trained statistics analyst. But today, technology has changed the rules of the game. Now, every business, no matter how big it is, has the ability to get concrete answers from their data. If your business doesn’t have an IT team, use a self-service analytics tool that’s specially designed to go through your data and find answers to your questions.
  • The fourth step requires you to make a decision based on the data analysis. By this time, you should have all the information you need to make a decision or take corrective action. Your ability to interpret the resulting data, and act properly on the insights, will be key to setting you apart from the competition.

Interpreting your Analysis

There are three basic questions you should ask yourself in interpreting your analysis of the data you’ve created.

  1. Is the conclusion complete enough to answer your questions?
  2. Are all objections covered?
  3. Does the analysis give you enough insights to make tangible changes in your business?

Digital organizations are much more agile than ones that continue to be traditional. They are always testing innovations in real-life conditions and crunching data so they can stay ahead of the game. Once a feature is complete, they go and live with it to measure how effective it is. If it doesn’t yield the results they expect, they pull back and revert to a previous version, remove the option they changed, and try something else.

The key in today’s business world is not to always get things 100% right, but to fail quickly, and then be able to change course so you can always stay ahead of the game.

Search engine optimization, or more popularly known as SEO, is one of the most used marketing strategies worldwide.

Because it is low-cost marketing, the promise of long-term results, and immense revenue growth potential, almost all businesses have embraced SEO as a staple of their future and growth.

While businesses can have their own in-house marketing teams that work for their company’s marketing goals online, it can be expensive and may take a long time to invest in a complete SEO team.

For this reason, it’s wise to find an SEO agency with great consulting pricing models suited to your company’s budget. 

However, it isn’t easy to look for your business’s best SEO agency since every company differs from one another. But generally, below are some of the ways to find the right SEO partner for your business:

Know Your Budget First

You might be talking to an impressive SEO agency, and you can’t wait to work with them. However, before everything else, you should consider your budget first because SEO services can be costly.

If you don’t plan your budget properly, you’ll just end up facing some financial difficulties in some aspects of your business because you’re spending way beyond your means for your SEO needs.

So, whether you want to reach your target audience or need help with content marketing, make sure to know your budget first before you decide to hire an SEO agency that will help your business.

Define Your Goals

Know what services every agency provides. Determine which of them align with all of your goals. This would help narrow your search and single out the right SEO agency for your needs.

Identify the areas of your online presence that need work. You can start with a digital marketing competitive analysis. Does your business need a few tweaks for your SEO tactics? Or do you need a new website? For example, if your company decides that they require a new website, they must know how it should be one.

Check The Service Offering Packages

Once you know your goals, it’s time to check the company’s service offering packages. Search for an agency with multiple SEO packages that you can choose from. It’d be great if you choose a company that custom-tailors a package.

What it does is that it ensures that all of the services you need are included in the package while the ones you don’t require are excluded, so you get the best value for your investment.

Don’t Forget To Consider The Experience

One of the best ways to determine the right SEO agency is by looking at its experience. Know how many years they’ve been serving in the industry. You must also check if they’ve worked with big players in the market. If they are one of the leading agencies, you can be assured that it’s worth your investment.

But, when it comes to experience, know that not all experienced SEO agencies are best in all aspects of SEO. Thus, before signing a contract, look for an agency that won’t waste your precious time and money. Ensure that their experience is more than enough to meet your growing SEO needs.

Wide Variety Of Services

SEO is a broad field. Depending on your business niche or size, you’ll need various SEO services such as keyword research, reporting, analytics, integration of content marketing, and link building activities.

With that in mind, it’s great to choose an SEO agency with a variety of services. This is because you might want a service provider that offers an all-round solution and not something that forces you to find another agency for a particular service.  

Consider Communication

Always take note that you have to choose an agency that you’re comfortable working with. You must be on the same page as your SEO agency. It ensures that they’re aware of what you need and are aware of the SEO efforts’ progress. All of these are possible through timely, honest, and open communication. So, look for an agency that promotes this kind of culture and not the opposite.

Be Wary Of Guarantees

The best agency will always guarantee the quality of the job they do for your business. But, a trustworthy agency won’t guarantee results. As a matter of fact, Google cautions against the agencies from making similar claims. If an agency makes too-good-to-be-true claims, it’s a red flag.

Check The Agency’s Reviews Online

By taking a look at the SEO agency’s comments, reviews, or presence online, it provides an excellent idea about the work’s actual quality they can develop or produce. As a business owner, you must always look beyond what’s mentioned on the agency’s official website since there are instances where the claim is just an over-exaggeration.

However, browsing and researching the SEO agency could determine the actual presence, reach, and reputation that they have among their clients’ list in general. In addition, since it’s an SEO agency, it’s a little shady if they don’t have enough reach online, and that’s an indication of not engaging with them.

Know Their SEO Techniques

When looking for an SEO agency, you must ask about their SEO techniques. By asking some questions, you’ll know whether or not they’re using the right SEO strategies. Take note that several agencies use black hat SEO, which does more harm than good to your business over time.

A good SEO agency only uses white hat practices, which are ethical and provide results without causing any damage to your image or reputation in the market.

Ensure That It Has An Impressive Client Portfolio

SEO strategies that generate results are challenging to manage. From ideation to implementation, it’s time-consuming and requires commitment. The best SEO agency that works with clients to achieve results shows their clientele is a common characteristic.

If an agency has an excellent client portfolio, it shows how experienced they are and have the expertise to provide SEO solutions effectively.


SEO is a valuable investment that you must not take for granted. With the right SEO agency by your side, you’ll be able to launch the best marketing campaigns that will bring nothing but results for your business. 

Aside from that, you’ll get access to a team of SEO experts who can help build your brand’s image and make your business grow in the long run. Just remember to do research, read reviews, check the agency’s client portfolio, SEO packages, and so on for you to pick the perfect SEO agency for your needs.

Reaching your target audience is always a priority of any business. When you’re a part of the sales and marketing team, this is something that you may have always heard from your consultant or coach as a unified goal for the company.

Whether you’re just getting started in a business or you’ve been around for quite some time now, it’s very important to reach your target audience. The result of this pursuit, will, after all, keep you on the right track as you go about with your business venture.

In general, you can consider the metrics you apply to reach your target audience as the guidelines by which you should go about establishing your business, marketing your business, and extending the reach of your business into new territory. In other words, tips to reach your target audience must be considered as the building blocks of your business plan.

In today’s competitive marketing environment, reaching your target audience is more important than ever. A lack of effective marketing can result in a costly loss of business.

A professional marketing agency can help you create a plan of action to reach your audience and create the foundation of a marketing campaign that’ll help to build your brand identity and increase brand awareness.

Marketing agencies have the skills, experience, and knowledge of how to reach your target audience to ensure that they are aware of your company and what it has to offer.

These tips include:

Stay Afloat with Technological Advancements

In today’s world, there are many advantages to using technology in marketing. In fact, it has become part and parcel of marketing itself. One of these that technological aspects of marketing tend to have a far reach.

You can effortless mass text your current customers and any leads subscribed to your newsletters in one fell swoop with the touch of a button—we can reach more people with less effort than ever before.

Because you can have a wider audience with every campaign, you’re effectively reducing your marketing expenses. You’ll want to make the most out of every dollar, especially if your business is still starting out—there’s no room for mistakes or wastage.

Another advantage of technology in marketing is that you can easily measure the effectiveness of all your marketing campaigns. You can get detailed statistics regarding how many visitors you have had on your website or how many sales you have made. The effectiveness of your marketing campaign will be determined by the number of visits you have had since beginning your campaign.

Furthermore, you can also get to know about the number of leads you have generated from these sites. You can use tools like Drop Cowboy Ringless Voicemail, which can help you track leads made through strategies like outbound calls by automatically doing the tracking for you.

This means that you will be able to track your business’ progress and analyze whether it is improving or not. It’s important to keep up with technological developments. Here are some ways you can do this:

  • Read the latest news, magazines, books, and journals relating to technology;
  • Subscribe to business and e-mail newsletters;
  • Make your presence felt through social networking sites such as Facebook, Twitter, and Instagram.

When you do this, you’re able to keep yourself abreast of the latest marketing trends. 

Go Through Extensive Market Research

The benefits of market research are easy to see.

For starters, it gives you the data and knowledge you need about the market sector your business is aiming at expanding into. That information would enable you to make informed decisions on how to proceed moving forward.

Through extensive market research, you can learn about the most effective strategies and tactics that other successful businesses within your niche are applying. 

In addition to all of this, you have the opportunity to make the most of the latest trends, for you to ensure that you’re able to reach the right target market for your business.

All these will make you more efficient with your time and financial resources, as you aren’t wasting your efforts on marketing campaigns that are only futile.

Going through a market research first is like going to war well equipped with your shields and ammunition. You’ll know precisely what you’re getting yourself into. This gives you a higher likelihood of hitting your target market more efficiently, effectively, and accurately.

It’s important to know your target customers and what makes them tick before trying to appeal to them with your products or services. If you don’t take the time to do the research, you’re lowering your chances of being successful.

Remember that the competition is very stiff. You need to make an informed decision not just about who your market truly is, but also about the factors that affect their purchase behavior and decision.

The goal is for you to eventually be able to convince your target market that they should purchase from you, and not from your competitors.

Study the Demographics of Your Target Audience

Once you’ve researched the market you’re moving into, you should find out the demographics of your target audience and research that audience.

This would include where your customers are located, how long they have been in business, what they do for a living, etc. Once you have this information in hand, you’ll be better able to focus on how to reach your target audience. You should know all the common characteristics of your target audience.

This information can help you tailor your message according to their needs.

For example, if you’re planning to launch a campaign to sell sports shoes to a younger crowd, you should choose terms and symbols that are more likely to be found by your target audience. You can also use technology and other tools to research and learn more about your target audience.

You can also use the Internet to do some research. There are several websites that help you do a complete demographic analysis. This information will prove to be very helpful to you in designing your marketing campaigns. Your marketing campaign should cater to all your target audience needs. If you design an ad, for instance, that doesn’t cater to the needs of your target audience, you’ll still not be able to reach them effectively.

For example, a website designed for teenagers needs to include various features that are suitable to the age group. You can make the site look more appealing and innovative if you take time to research and understand your target audience needs. 

Establish Your Brand Identity

Another effective tip to apply to reach your target audience is to create a corporate identity. This is a logo or a symbol that represents your firm.

You should give this symbol a meaning so that it helps people recognize you.

The main aim of your corporate identity is to create brand loyalty among your customers. Once you’ve developed your corporate identity, you can start thinking about how you’re going to reach your targeted audience.

One of the main arguments put forward by branding experts is that it’s an effect brand identity that makes marketing so successful. It’s hard to argue with them, because it’s actually very true. Without brand identity, even the largest, most respected brands could fail.

Brand identity in marketing efforts means that you’re creating a positive image for your company or product, and this can have real benefits over time. Effective branding means that you can give an impression about your products or services before you even think about interacting with your target audience. 

People often associate having a strong, established brand identity with quality products and services.

A tagline should be catchy and memorable, and it needs to communicate the benefits of buying your product or patronizing your service. Without branding, the message is lost, and so are the potential customers. Branding experts argue that this is why so many businesses fail.

Gather Customer Feedback

Gathering customer feedback is often the best way to gauge which marketing strategies are working and which ones are not.

The information that you receive from your customers can also be used in your research on the success of each campaign. It is important to gather this information early on during your company development process.

Gathering feedback early can also save you valuable time when researching successful campaigns. You’ll no longer have to make the mistake of putting out a marketing campaign that your customers didn’t respond to positively.

The benefits of gathering customer feedback are numerous. In fact, as a business owner or a manager, it is crucial that you recognize how vital it is to gather customer feedback. 

Among all others, it allows you to build an open and honest line of communication with your customers, which builds a stronger relationship between your company and your consumers.

You also have an opportunity to improve on your business’ offerings when you have the opinion of your loyal patrons regarding your current marketing campaigns. Thus, you can improve on your business strategies.

Study Your Marketing Analytics

To have a better understanding on how to reach your target audience, you need to use the power of marketing analytics to determine how your ads are performing.

Marketing and data analytics is a tool that allows you to see where your advertisements are placing, what keywords they are being displayed under, and how many people are clicking on them.

These numbers will allow you to track where your ads are performing so you can adjust your content and keywords in order to bring in more people into your website. By knowing what keywords your customers are using, for example, it becomes much easier to focus your ads on those customers.

In addition to finding out where your ads are performing you also need to know what your target audience is using to find you. The best ways to market to your audience is to offer them something that is of value to them.

There are customers that may value articles, free reports, video, and even podcasts.

Create Appealing Content

Content marketing may be one of the oldest ways to reach your target audience, but it’s tried and tested as one of the most effective means.

After all, it’s only through your content that you have all the leeway to talk as much as you can about your products and services.

It can be hard knowing where to begin when you want to know how to attract more followers to your social media pages. The key to making your marketing efforts successful is to find the best platform for your particular niche.

If you have an Instagram account or any other social media platform, it is important to learn how to create appealing content that will draw the attention of your target audience. If you can do this properly, you can use your page as a marketing tool and gain brand awareness.

A good way to get people talking about your products and services is to create engaging content that is related to your niche market.

For example, if you run a fitness center, you can share tips about working out and how to stay healthy by going to the gym.

You can also share interesting facts and stories about your own life.

These are things that people will want to know and will want to read about. People will also likely click on links to your site because they feel interested in what you’re saying, and they already trust you enough as an authority on the niche you belong to.


Now that you have these tips at your disposal, these should be used to develop new promotional strategies, attract new customers, improve current customer relations and increase brand awareness.

It’s important to identify and capitalize on these marketing opportunities to help you in your business development.

These tips to reach your target audience can help you find new ways of engaging with your target audience and help you enhance your market presence.

With a new coming business year, it’s about time for you also apply these tips in your business, so that 2021 will be the year that your business grows.

When you venture into any kind of business, one of your goals is to eventually grow or expand it. You probably have some good ideas in mind yet not be sure how to go about the steps you have to take. But, how can you help your business grow into what you dreamed it to be? 

You can help your business grow efficiently by applying some tips below: 

Market Research And Split or A/B Testing

Market research or knowing the trending demands is crucial in growing a business. It eliminates the risks and increases your chances of succeeding in reaching your business goals.

On the other hand, split testing or A/B testing refers to trying two or more versions of products and services and studying what will work best. 

Expanding your business would require triple the hard work, patience, and commitment you had when you started your business. But, you cannot make quick business decisions just because you think and feel like it.

An affiliate management company must be sought, which can provide you data-driven results to help you grow your business more efficiently.

Here are the following examples of aspects to look at in market research and split testing:

  • Does your company logo work well with a plain, white background or a dark color?
  • Is it better to have short articles for your blogs or long content?
  • What do studies show about using CBD products for pets? Is there relevant evidence showing efficacy before you decide including CBD in your pet store? 

Create More Than A Great-Looking Website

Your website is the most important aspect of your business. It is the first thing that a potential customer sees when he visits your website.

Therefore, you have to ensure that your website is not only good-looking, but also functional. It should be intuitive, secure, relevant, and user-friendly.

Check some helpful tips to make your website more appealing and functional:

  • Create Valuable Content: Make sure that your site contains new content on a regular basis so that visitors to your site will continue to use it. The more valuable content you provide on your site, the more visitors you will have on a regular basis.
  • Make Logistics Clear: Make sure that you have the shipping instructions listed on your website for people to easily find. or they can look at your order form online and order accordingly. 
  • Empower Your Customers: Your business should have an area for comments and complaints. People usually like to make reviews about the products and services that they have purchased from you so that they can let other people know how they felt about them. If they can give you constructive feedback, it will make it easier for you to build relationships with your customers and provide you more opportunities to grow your business.

Monitor And Learn From Your KPI

Key performance indicators (KPI) will give you an idea of where your business needs to focus on to achieve higher levels of success. For example, if you are selling carpet cleaning services, you need to look at the areas in your company that are being neglected. By looking at the statistics, you will know where to focus on to improve your sales and customer service.

Metrics such as the number of calls made and received are commonly used in the assessment of customer service and sales. This type of data would give you a good idea of how efficiently your team is performing. Also, other metrics or KPI may include website performance in terms of the following:

  • Website traffic
  • Clickthrough rate
  • Bounce rate
  • Online sales

You can monitor your KPI without spending that much. Use Google Analytics or your website account dashboard for free to perform this task.

Create Your Buyer Persona And Audience Segmentation

Every company needs to understand that it’s important to create a buyer persona and audience segmentation. The most effective way to grow businesses is to identify your target customers.

They don’t come out of the blue. If you can identify what makes your customers tick, you will know exactly what they want, what their needs are, and why your product or service can meet all of their needs.

Take a look at some of the benefits of creating your buyer persona and segmenting your audience:

  • You can find out what audience segment your customers belong to and what the top reasons are that lead them to you. With this information, you can make the necessary changes to your product or service to keep them coming back. 
  • You can identify potential problems or weaknesses that you need to address. The sales process doesn’t always work the way you think it does, but you do have to keep in mind that the buying habits of your customers can make or break your business. So, you can’t take chances.
  • The information you’ll learn from customer segmentation can be used to determine which types of products and services are popular and profitable and which aren’t. 


Grow your business more efficiently by creating an appealing and functional website, which you can use as a great sales and marketing tool to reach more people and increase your sales.

Also, monitoring your KPI is another way to determine your strengths and weaknesses so that you can make better business planning strategies. 

Creating your ideal customer or what is termed as “buyer persona” and segmenting your audience can help you make sound business decisions by prioritizing your customers’ needs.

In addition, market research and split testing are useful instruments to determine if your business ideas are viable to be used in growing your business.

Many internet marketers fail to understand the importance of generating more online traffic. If you have a website, then you know how important this is to your success as a business.

Good old traffic generation has long been considered one of the most efficient ways to earn money online. People all over the world go online every day, and they are hungry for more information. They also want to do things like read and write, interact with others, and more.

Here are some ways you can create more traffic to your website:

Search Engine Optimization

One of the main tools marketers use to boost their traffic generation is search engine optimization (SEO). Search engine optimization is one of the most powerful strategies to increase your search engine rankings. When you rank high, people can find you more easily.

The most effective way to improve your SEO is through using articles. There are literally thousands of articles available online. In fact, there are more than 600 articles written daily. The reason is simple: There are hundreds of people who use these articles every day to promote their websites.

You just can’t afford to take SEO for granted. It’s your way to get your articles to reach your target readers. The best way to generate good traffic is to put up information related to your business. You can do this in the form of articles, post them on various blogs, and submit them to directories so that people can see them. If you truly wish to have more online traffic, master the ins and outs of how to write good SEO titles and articles.


Another SEO tool online marketers use is blogging. Blogs are a great way for them to share their information online, especially when it comes to new products or services that they are promoting.

You must write a blog post or article, then publish it to one of the popular article directories that exists. If you can write it well, and it has fresh content, then you can drive good traffic to your website.

By blogging, you tell others about your online business, and your products and services gain more exposure. This will not only help generate more online traffic, but it will also give you a good reputation among other online marketers.

Keyword Research

Another way to generate more traffic is to do keyword research. You’d want to find out the most commonly searched keywords related to your online business.

Keywords are terms that people type into the search engines to find information, products, or services. Once the search engines recognize those keywords, traffic can be directed to your website.

You must also ensure that you have chosen the proper keywords for your site. Make use of free and paid keyword tools to make sure that your site gets targeted traffic. You can use a keyword tool to find keywords that are searched most often by people. Using Google’s free keyword tool, you can even find out which words are being searched for the most frequently by Google users.

You should be careful about keywords, though, because you don’t want to create too many of them. The search engines might give you a bad reputation if you do that.

Good Website Design

If you’re starting up a new website, you should make sure that you’re using a website name that is search engine-friendly. If you can’t think of a name that will help your site rank higher, you can consider using “dummy” domains.

Another important thing to remember when starting your own website is to make sure that you have a landing page. Your landing page should be simple and informative, and it should lead people to your main site. This is where you will need to learn about Google Webmaster Tools.

Google Analytics

You will need to have a Google Analytics account so that you can monitor what your visitors are looking at, where they’re from, how long they stay on your site, and other bits of information about them. When you do these things, you can see exactly which strategies are working and which ones are not.

Email Marketing

Another tip that you can use to generate more traffic is to create your own newsletters. It doesn’t matter if you are a newbie or if you are a seasoned pro; it’s still good to send out newsletters to people who you think may want to know about your site. This is another great way to get more people to your site and get more potential customers.

Online Marketing

Online marketing has come a long way, and one of its key aspects is the ability to generate and keep traffic on your website. Without this vital factor, you cannot grow and succeed.

To generate more traffic, it is important that you use these tools to help you grow your website and attract more visitors. As mentioned, search engine optimization is important. By using this technique, your website can reach more viewers, giving you more potential customers and clients.

There are many online marketing tools available to help you track the performance of your campaigns at any given time and can easily notify you of any glitches or errors that might be occurring. Also, you can track the response rate of your email campaigns. To keep your website up-to-date, make use of an RSS feed reader, which will enable you to easily publish the latest updates to your website.

Social Media

When it comes to traffic generation, you must never forget to target your audience. Make sure that your website has something to attract the readers so that they click on your links and visit your website. Make your target audience aware of your offer by using attractive graphics and words. You can easily drive traffic to your website by using advertising through social media such as Facebook too.

Finally, when it comes to internet marketing, it is imperative that you remain updated with the latest trends in the online world. Keep your website updated by keeping it current with the latest developments and trends. For instance, it would be better to make use of social media to keep in touch with your clients and other interested parties.

Final Thoughts

Online marketing, social media, blogging, and search engine optimization are just some of the ways you can increase traffic to your website. Once you gain a better understanding of the strategies and techniques of effective online marketing, then you could make more money from your online business. 

A customer data platform provides many possibilities to businesses of all sizes. All gathered and combined client information helps marketing teams save their time, scale up advertising resources, and lead to consistent customer communication across various channels.

For that reason, small, medium-sized, and large companies would have the opportunity to engage target clients in different ways, creating long-term and worthwhile rapport between parties.

But what is a customer data platform? What are the different kinds of CDP? Why do you need a CDP? What are the factors to consider when selecting for the CDP that suits all your unique needs?

In this guide, you will know everything about the customer data platform. Keep reading for more information! Enjoy!

What is a Customer Data Platform?

A customer data platform (CDP) refers to the packaged software developed for creating a database highly accessible to other important systems, according to the CDP Institute.

Popular as packaged software, CDPs are prebuilt systems to meet every client’s unique needs and requirements. Marketer-managed, CDPs are available with a user interface that’s easy to navigate. Suitable for less tech-savvy, CDPs don’t require any programming skills. This enables your business not to depend on Information Technology, avoiding unnecessary expenses heavily.

CPDs gather data from different sources, which allows you to create a complete and accurate customer profile. Every client’s information is well-detailed, updated, and secure for future references.

CPDs also provides a great business access to needed customer data, improving employee’s efficiency and productivity at the end of the day.

Kinds of CDP

With the increasing demand from the public, CDPs are now available in different options. While the number of choices can be an advantage, it’s complicated to select the right CDP for some of your business needs.

Here a few of the customer data platforms you might take into consideration:

Access CDPs

Commonly known as Data CDPs, Access CDPs are ideal for those who need to combine information and make it accessible to other systems.

Analytics CPDs

Another second most popular option is the Analytics CDP. What sets it apart from the rest is that it has the functionalities of Data CDPs

Its capacity to provide experts-recommended and proven analytical applications has also been a favorite for many.

Usually, these analytical applications consist of revenue attribution, customer segmentation, and predictive modeling.

Engagement CDPs

Engagement CDPs, on the other hand, is packed with the functionalities of analytics and access CDPs, making it a one-stop solution you deserve.

But wait, there’s more! Engagement CDPs also come with campaign management capabilities, including message customization and real-time interactions.

Which is the best option? Engagement CDPs are recommended and effective. But before you make a decision, identify what you extremely need.

Why Should You Invest in CDP?

You have exerted great efforts in increasing profits from your customer’s first purchase. Why is the ROI lower than you’ve expected? Probably, you’re trying your best to find what caused the problem.

While there are various things to remember, focus on how to boost customer retention.

Generally, prospective clients are retained thru switching costs. Recent studies also show that switching costs can effectively lead to customer loyalty.

There are three switching pillars, according to experts. These are procedural, relational, and financial.

In procedural switching costs, the possibility of retaining customers is higher than ever. Usually incurred when switching providers, these might include explicit and less explicit financial costs.

In relational, it is also called as the emotional relationship every customer develops with a company. Then, it becomes better with the creation of moments that clients can associate with a specific brand.

In financial, you can also retain customers. Compared to other switching costs, finances are monetary losses. They can also be product benefits.

Factors to Consider When Looking for the Right CPD

Have you ever tried searching for a CDP before? How’s the experience? It’s exhausting.

But knowing what to do can avoid any hassle along the way. Also, you can make decisions without regrets.

Some of the selection pointers are discussed below:

Prepare Your Business

It’s normal to feel excited to search for a CDP vendor. But pause and think. It is advisable to prepare your business to adapt a new and modern technology effectively.

Searching for a CDP is quite tempting, and it is imperative to establish an organizational structure. It is also a bright idea to use an effective strategy that would help you throughout the process.

Create a Strategy

After preparing an organizational structure, don’t forget to plan and think of a strategy. Just like increasing the pool of your customers, developing a strategy does not happen overnight. It is a long process that requires a lot of patience, time, and effort.

The trick here is to decide which audience you want to target. Next, determine which channels you will use. After that, identify the needed data points for all your cross-channel campaigns.

Experts say that your strategy will reflect on what kind of team you have. To handle the process like a pro, it’s wise to break down team silos and create roles to promote teamwork.

Direct Your Attention to the Most Suitable CDP Vendor

Instead of working with the best vendor, deal with the most suitable CDP provider.

To narrow down the number of available choices, you can create a list of vendors. Then, measure the quality of their services. A CDP that gives you an edge over the competition will be your best shot.

Use an RFP Template

Aside from obtaining a list of vendors, an RFP template can help scale up the process of finding CPDs that exceed your requirements.

If you haven’t tried an RFP template before, it’s about time to try one today.

Consider the Vendor Comparison Chart from the CDP Institute

You can also consider the vendor comparison chart developed by the CDP Institute. It is relatively detailed, well-explained, and comprehensive.

The Forrester Research and Gartner market research institute are other excellent platforms you can rely on. Unlike the CDP Institute, they are committed to providing overviews of different CDP vendors.

Content marketing is one of the most effective techniques in digital marketing and Search Engine Optimization. While the Internet can be used to your advantage, if you’re not careful enough, it can also pull you lower against the competition. Content marketing is very important, given that you have so much room to expound on and talk about your various products and services. You can prove to your audience and target buyers that your business is one that’s worth patronizing.

But how do you decide which piece of content to create? What’s your strategy in choosing the type of approach to implement with each piece of content? How do you make sure your content marketing strategy is a success?

If these questions keep you up at night, you’re in the right place. In today’s article, we’re going to discuss the one major factor that can provide all the answers and more: data. We’ll talk about the impact data has on content marketing strategies and why it’s crucial that you start using it today.

How does data fit with content marketing?

There’s no denying that marketers need the data provided by specialized platforms, such as Google Analytics (GA). However, most content creators fail to see its capabilities because they’re more inclined to believe that the creative side doesn’t mix well with the analytical side. 

This notion is false. Analytics can serve as a strong foundation in determining what types of content you can put out on your website. You can liken this to the process of creating an effective marketing resume, wherein you must determine which information to include. With the right analytics, you’ll have insights as to which posts work best for your site’s visitors, and which were read less. That way, you can tweak your future campaigns to include content that’s now proven by your data analytics to be well-accepted by your audience.

Furthermore, when marketers do use the platform, they don’t exploit its full potential. The data is mostly used to measure content effectiveness after it’s been created, published, and promoted via a campaign. But the reports, graphs, and other tools offered by the platform can also be used to understand the type of content that should be created for a specific audience.

This means that, with the right data, you have the chance to create laser-focused content strategies that will deliver the expected results. 

Creating the best content strategy

There was a time when the idea of content strategy was foreign to both creators and marketers. For creators, the idea of documenting and planning their content ideas throughout a time interval based on data analysis was outrageous. Instead, they would rather base their content creation decisions on “gut instinct”, current trends, and what they thought the audience might like.

While being in constant contact with a certain audience and overall experience do factor in and add value, there’s no way of knowing which piece of content will bring the most traffic and engagement. Furthermore, without data, it’s difficult to know why the audience is reacting to a specific piece, so you can replicate the success.

Data helps creators focus on specific audiences, creating content that attracts and engages readers. Without it, most content is created with the intent of reaching the largest possible audience, which is never successful and leads to a waste of time and resources.  

So, a data-driven approach can have a powerful impact on the type of content you create, how you create it, and how you promote it. Among others, the right data will:

  • Pinpoint the target audience
  • Channel-specific preferences
  • Provide the possibility that a piece of content may attract sales
  • Indicate the most relevant topics to approach

But let’s take a closer look at how and why data is essential for the best content strategy:

  • Provides insight into your target audience

Analytics offer valuable insight into what your audience is thinking and how they feel about your content (expressed through metrics such as traffic, time on page, bounce rate, and so on). Furthermore, if you analyze the trends set by pre-existing customers, you get access to information such as location, age, profession, needs and wants, pain points, and more.

Once you get a hold of these data points, it’s easy to understand what the people consuming your content want and like. You can also learn where they hang out online and who they’re most likely to be influenced by.

Quick note: this information alone provides plenty of content ideas that are relevant to your audience. It also offers collaboration ideas by providing you with a list of influencers that may become your campaign supporters.

Another aspect you need to follow is social media effectiveness. GA can pinpoint the best channel to use by analyzing income traffic from social media and whether the audience is converting into customers.

The same goes for general traffic, where the data can tell you who is leaving your site and why, how many people are actually engaged by the content, and what people prefer doing when they visit your pages.

  • Leads you towards making the right decisions

What would you do if you knew for sure which pages are less engaging for the audience? You would probably work on bringing them up to speed by comparing them with the successful pages and improving the content they deliver.

Well, a data-driven content marketing strategy can give you exactly that. By analyzing metrics such as time spent on page and setting conversion goals, GA lets you know the level of engagement generated by each page on your site.

The best advantage of using data to shape your content strategy stands in the fact that you know the impact of each decision you make. If you want to drop an underperforming social media channel in order to focus your efforts on the most engaging ones, you can do so without wondering, “What if?” On the other hand, if you want to boost engagement on a page that’s lagging, you will know the steps to take and in what order.

Data-driven content marketing is the best way to make sure you’re making the right decisions, without involving any guesswork or “gut feeling.”

  • Takes your content marketing one step further

Google Analytics can only offer a prescriptive analysis because it collects data based on past events. This means that you need to have a base of users or customers and existing content in order to receive insight. Once received, it’s your job to make predictions and try to understand what works.

But there are predictive platforms that can reduce the marketer’s or creator’s brain effort by forecasting future results. This means that platforms such as 40Nuggets and Parse.ly can help you know the content that is most likely to work even before you decide to write it.

  • Enables you to map channels and content

Data from different tools or metrics will also show you the demographics of your readers. It will also give you insights as to which kinds of content work best for a specific demographic. Therefore, with data on hand, you can be more effective at mapping channels to specific content that you’re going to post.

This can help you create a better schedule of your content topics. For instance, this week you’re trying to reach out to Group A of your demographics, which comprise of millennials. The data provided by analytics will show you what millennials were most interested to read about on your blog or website. This can help you become more effective in mapping your content’s topics.

Goal achievement and content marketing ROI

The main purpose of content marketing is to get people to spend time and/or money on your creation. If this doesn’t happen, the content doesn’t convert, and you don’t achieve your marketing goals. But how can you know the status of your goals?

Luckily, GA has an entire section dedicated to goal tracking that lets users know if the audience is engaged enough to take action.

As you know, goals can be anything from driving awareness to increasing sales, which means they can be quite tricky to define. Still, due to GA’s ingenuity, you have the possibility to not only define goals but also identify the steps a user needs to take in order to consider the goal completed.

This way, you can easily identify bottleneck areas or steps that make the process more difficult. In the future, any content or problem areas that you’ve previously met can now be avoided. In doing so, you also become more practical with the budget that you allocate for content marketing.

Finally, all this work on understanding the audience, setting goals, and creating content that converts is for the final purpose of lifting ROI. With the right kind of data, lifting ROI is nothing more than a repetitive process of planning, creating, measuring, and optimizing.

Final word

When you plan and create your content based on data that comes from the market, you measure the results provided by the new content using the metrics discussed above. Then, you optimize the process based on the results. This way, you have the chance to refine your content marketing strategy to a point where it becomes difficult to make mistakes.

Content marketing should always be data-driven so that you have a means by which to measure whether or not your goals have been attained. Otherwise, you may have spent so much time and resources on a content marketing strategy that isn’t even effective. 

Data Science has recently become one of the most talked-about technologies in the 21st Century. While many people may decide that they want to become a data scientist, it’s a buzzword that many of them may not truly understand

Wikipedia defines Data Science as “a multidisciplinary field that uses scientific methods, processes, algorithms, and systems to extract knowledge and insights from structured and unstructured data.” In other words, Data Science is a buzzword that uses scientific methods to find solutions to common everyday problems.

Data Science as a career is about extracting both structured and unstructured data. The roots can be based on statistics, mathematics, and even computer science. Data are then broken down into manageable pieces. These pieces are analyzed, visualized, managed, and then stored. Eventually, the data are passed on to companies so their management can use it to make accurate, long-range, data-driven decisions.

Data Science is one of the most sought-after jobs in today’s employment market. There are large numbers of positions available in many different industries. Employers are eager and willing to pay employees very lucrative salaries to bring in qualified applicants who can help them be successful in their businesses.

In this article, we will cover some of the pros and cons about choosing Data Science as a profession. Our goal is to provide you with as many of the necessary insights as possible so you can decide for yourself whether it should be your future career.

The Pros

Data science has created a huge impact on practically all 21st Century industries. The demand is huge. Experts say that the data analytics market will evolve to be at least 1/3 of the global IT market in the next few years.

1. Plenty of Opportunities

Both large and small businesses and organizations are looking for new employees with two objectives:

  • They must be able to synthesize data, and
  • They should then be able to communicate their findings in ways that will help their company make the right decisions.

 2. Career Growth

There is a tremendous shortage of data scientists at all levels of the employment chain. The IT industry is constantly on the verge of change. Many middle-level managers and professionals now find their career growth is stagnant. Data Science is their best option to overcome many of the downturns of career stagnation.

Among the biggest trends of data analysis today are in the banking and e-commerce sectors. Data analysis will continue to be needed in the marketplace creating secured jobs for future data scientists.

3. Excellent Pay

Data Science is one of the highest paying jobs in the business world today. Average salaries can exceed $100,000 a year. Annual pay hikes have recently been 50 percent higher than most other IT professions. Salary trends for data science professionals nearly ensure positive and exponential growth.

4. Work Options

Data scientists can work nearly anywhere in the world and in almost any industry or domain. Jobs available range from financial services to marketing and sales, health care, pharmaceuticals, consulting firms, and the retail industry. There are data scientist positions available with the government and non-governmental organizations.

5. Experience is not a Factor

The field of Data Science is so new that many organizations have not yet decided on how to construct the correct experience profile. This provides a great opportunity for IT professionals to up-skill and learn data science in a new field.

6. Lack of Competition

There is currently a shortage of data scientists since the field itself is relatively new.  The experience gap between entry-level data scientists and experienced professionals is only a few years. This provides an enormous opportunity for career growth.

7.  Ease of Job Hunting

Data scientists are in higher demand than ever before. There is also a shortage of skilled professionals in the market. This situation makes it relatively easy to search for jobs in the data science domain.

8. Training Options

There are numerous training options available for students to study data science. The different modes include training online, classroom, and even self-paced videos. University degrees are available in both postgraduate and masters programs.

The Cons

Even though Data Science can be a very lucrative career option, a few disadvantages do exist. Here are some of the limitations:

1. The Definition is Blurred

Because Data Science is so new, in some cases it may not have achieved a fully-understood definition. Some employers can have trouble writing down the exact meaning of what a Data Scientist is.

The specific role of a Data Scientist often depends on the field that the company specializes in. While some may describe Data Science as the paradigm of Science, some critics consider it a simple re-branding of Statistics.

2. Mastering Data Science is Difficult

Data Science is actually a mixture of several different fields. It stems from Statistics, Mathematics, and Computer Science. It’s almost impossible to master each of these fields and be an expert in every one of them.

A person with a background in Statistics will not usually be able to master Computer Science on short notice to become proficient in Data Science. In such an ever-changing dynamic field, employees may need to continue to study different avenues of Data Science.

3. Extensive Domain Knowledge

Another disadvantage of Data Science is that it depends on Domain Knowledge. A person with a background in Computer Science and Statistics can have difficulty solving an intricate Data Science problem without the proper background.

The same is true for someone working in the health-care industry. If they are analyzing genomic sequences, they need to have some knowledge of genetics in addition to molecular biology. This gives the data scientist the capability to properly assist the company. But, if they have a different background, it’s difficult for them to be effective in a completely different industry.

4. Unexpected Results

When a data scientist analyzes data to aid their employer to make decisions, the data can often yield arbitrary or even unexpected results that don’t apply to the employer’s situation. This can also happen when management doesn’t understand how to apply the data or when they are unable to properly utilize their current resources.

5. Data Privacy

When data scientists help companies make decisions, the data provided may intrude on the privacy of their customers. If a client’s personal data are visible to the company, data leaks can occur during the discovery process. This lapse in security can be a major concern for many industries.


While the field of data science may have many lucrative advantages as a career choice, there can be some disadvantages. Data Science is a promising, high-paying, and revolutionary field. It is also continuing to evolve and may take many more years for the student to gain proficiency.

We hope that by weighing the information we’ve provided, you will be able to make the right choice about whether or not Data Science should be your career choice. A professional in the 21st Century, with the analytical skills of a data scientist, should be able to master the ocean of Big Data in the 21st Century. If they do, they will likely become a vital asset to any business or organization, boosting the company’s business interests and their own career.

Is developing a great product or providing excellent customer service enough to stand out in a competitive business landscape?


Today, you must cultivate a relationship with your audience. You must address their problems and answer their questions whenever necessary. To be successful in today’s ever-changing business environment, you must have a solid content marketing strategy.

With this, you can prove to your customers why and how they should purchase your products, and not those from competitors. It’s through your content that you can expound more about what you have to offer. Whether you’re marketing for ordinary businesses or are looking for the most effective B2B marketing strategies, having solid content marketing is always one of the most effective techniques to apply.

In this guide, you will discover five simple content marketing tips to stand out in a sea of competitors.

Research high-value topics

Creating content that your audience finds valuable and engaging will help you gain their attention, and eventually, their trust. By creating or choosing the right content to produce and distribute, you can drive traffic, improve brand awareness, and boost sales. Remember to choose topics that are relevant. Otherwise, they’ll have no meaning to your current audience and even to your target market.

Here are a few ideas for your research endeavors:

  • Look for topics that your audience is interested in
  • Find topics with less competition
  • Select topics that perform well on various networks
  • Pick old content that you can repurpose

Think of your audience’s pain points, ones which you can address through your content. Then list all the topics you can think of. From there, you can start researching on each topic. Check out its search volume, as well as its value.

Let’s use a specific example. Let’s say you sell bicycles. There are several ways you can research and generate topics for your content:

  • Questions customers ask about your bicycles, including questions directed to customer support. Content ideas arising from this research could include brake maintenance, what to do if you get a flat tire, or best accessories for your bicycle.
  • Think of topics that would interest customers who like cycling, such as travel itineraries for cycling trips, best cycling trails or top workouts for cyclists.
  • Use a tool like ContentGenie, which can generate ideas for you. For $50, you can get 10 topics generated by the “Genie,” which searches for related keywords for your topic and calculates the competition & trends.

Remember these three simple steps when you’re doing your research:

  • Collect your data: Using your preferred keyword marketing tool, determine whether each topic you listed is relevant and valuable. You can do that by identifying the number of people who find the topic or keywords useful or important. Also, find out if other competitors are writing about the topics on your list as well.
  • Pick your priorities: On a spreadsheet, enter all the data you’ve gathered. From there, you can easily determine which topics you wish to prioritize. As mentioned, you can work on topics with high potential reach. You may also select the ones with less competition.
  • Narrow down your list: Think of your overall marketing strategy. What do you intend to achieve through your content? Once you have your answer, you can remove items from the list that you believe won’t help achieve your goal.

Establish a unique voice

Having a clear, defined brand voice lets you stand out in highly saturated markets. It encourages consumers to pick your business over the competition.

Here are a few questions to help you determine your brand voice:

  • What are your core brand values?
  • Who is your target audience?
  • Think of your brand as a person: what would it be like to hang out with him or her?
  • How does your brand relate to your audience?

Dollar Shave Club was once a small startup that blew to epic proportions after they dropped their first marketing video, which showcased their playful and witty personality. Within 90 days of uploading their content, they racked up around 5 million views.

Great storytelling was crucial to their success. They also had more room to establish a well-defined voice as they took advantage of video content, which is now more popular than it was seven years ago. What’s more, they knew exactly how to reach out to their audience.

Your brand voice can change depending on your target audience, products, as well as your marketing tactics. As your business continues to evolve, your brand voice can evolve with it. In an ever-changing landscape, you must be ready to reshape your brand whenever necessary.

Engage your audience

Publishing high-value content won’t be enough to keep your audience interested. To retain their attention, you must nurture a relationship with your audience. Take the time to reach out to the people who follow your brand, and engage them in discussions.

Here’s what you need to do:

  • Put your audience first: As already mentioned, you must create content that your audience will find relevant and valuable. It should address their problems and contain actionable insights.
  • Use social media: Sharing your content on your preferred social media platforms enables you to interact with your audience in real-time. Reaching out to your audience through these channels lets you address any pressing issues, answer their questions, and get to know them more.
  • Add a call-to-action: Whether you do videos or blogs, adding a call-to-action to your content lets you start conversations with your audience. For instance, you can invite them to submit questions, or at the very least, react to your content.

Promote user-generated content

A simple way to keep content fresh and exciting is to promote user-generated content. Think of it as digital word-of-mouth marketing. It’s an excellent way to turn prospective consumers into paying customers. Better yet, it’s free.

Sharing your consumers’ experience with your products or services on your online channels can influence the purchasing decisions of many prospects. In doing so, you can engage with your audience and make them feel appreciated and more connected to your brand.

Consumers trust user-generated content because it’s authentic and credible. According to Photoslurp, user-generated photos are five times more likely to generate a conversion compared to professional content.

Here are other stats you might want to know about:

GoPro has arguably the best user-generated content marketing strategy today. For that reason, GoPro is one of the most recognizable brands around the world. Using their audience’s content for advertisement has allowed them to gain the attention of a generation that loves travel and values experiences over material possessions.

Always ask permission from other creators before using their content to promote your brand and your products.

Choose the right social media channels

Whether you run an online business or a traditional brick-and-mortar store, social media is critical to your business’ success.

There’s a ton of platforms out there, but only a few networks are vital to business. The population on social media platforms are increasing by the day, so this is something you shouldn’t take for granted. Otherwise, you’re losing a wide audience reach already at your fingertips. There’s a ton of platforms out there, but only a few networks are vital to business. Here are five of the most popular platforms today:

  • Facebook. Since the platform has a massive and diverse audience, it’s the perfect place to share your content. Facebook is ideal for businesses whose target audience are aged 25-34, as it’s the largest demographic on the platform.
  • With Facebook, you also have more leeway to expound on your text through wall posts. Here you can play around with longer text compared to Instagram and Twitter, for instance.

Here are other key tips for content marketing on Facebook:

  • Always have a content calendar for better structure and scheduling of your posts
  • Sign up for a My Business account on Facebook
  • Optimize your profile page
  • Link your Facebook page to your other social media accounts
  • Instagram. People aged 18-29 are the largest demographic on the network, which is perfect for creative brands aiming to reach consumers under 30.
  • YouTube. This is the go-to platform for video content. With YouTube, you can reach your target audiences as well as earn revenue from your content.
  • Twitter. Any business will benefit from starting a Twitter channel, as it allows them to provide their audience with excellent customer support.
  • LinkedIn. For B2B companies, LinkedIn is your best shot at gaining the attention of professionals and industry leaders worldwide.

While these social media platforms do have built-in analytics, it’s even better to use more sophisticated tools like Pyramid Analytics to measure your content’s impact and determine how you should improve.

That way, you can also study periodically whether or not the content marketing strategies you’ve applied on each platform are effective.

Final word

Don’t waste all the effort you’ve made by having no audience you can engage with, especially when it’s through your content that you can give out information about your products and services. While content marketing is one of the most effective digital marketing strategies there is, it can still be a challenge to make it successful. You need to do everything that you can to stand out, and these tips above are a great start.