How monday.com Uses Data-driven Marketing to Guide Strategy
As any marketer will tell you, there are a number of benefits to using data to inform you about your marketing decisions.
For example, data can help marketers learn from past mistakes and create increasingly effective campaigns over time.
In addition, data can give marketers insights into their target audience and what is most important to both prospects and customers. It also helps marketers engage executives to test and test new, innovative strategies to increase brand awareness and ROI.
Monday.com knows the importance of data all too well. The working operating system, used by big brands like Uber, Hulu, and Coca-Cola, has seen incredible growth over the past year, generating $ 100 million in sales and surpassing 100,000 customers.
And Rotem Shay, Head of User Acquisition and SEO, told me, “We strongly believe in data-driven decisions for everything we do, from our daily work to planning future campaigns.”
Read on to learn more from Shay about how monday.com is using data-driven marketing to drive its powerful and effective marketing strategy – and how you may be using data in new, unique ways, too.
Additionally – If you’re a HubSpot customer, check out the new powerful integration between HubSpot and monday.com.
4 tips for data-driven marketing from monday.com
1. Get creative with the analytics tools your team uses.
Ultimately, data-driven marketing cannot be possible without robust analytical tools to properly measure campaign performance and A / B tests to ensure you are delivering the most value to prospects and customers.
This analytics tool is homemade for monday.com: “Our main tool for tracking campaigns is an internal and powerful tool called BigBrain, which we created internally here.” Shay told me.
“With BigBrain we can track and centralize all the data in one place so we have a source of truth. We’re adding Looker, Google Analytics 360, HubSpot and Singular to BigBrain to make sure we don’t miss a thing.” “”
If your business is scaling quickly or needs certain features that you can’t find in an analytics tool, consider how to combine some tools or create a unique dashboard to capture the information that is most important to your business.
Ultimately, choosing the right analytics tools can take some trial and error, but the effort is worth it once you find a process that works best for your team.
2. All metrics are important.
As a marketer, it’s easy to focus on a few key metrics and ignore the rest. For example, HubSpot’s blog team is mostly focused on traffic and leads. While other metrics – including approvals, impressions, and customer lifetime value – are still of great importance to us, it can be easy to get singular in focus to block out the “noise” of various metrics.
However, Shay refutes this way of thinking. Instead, he suggests, “In marketing campaigns, I think you need to measure everything and keep track of everything you can – from the number of impressions to the end of your funnel. “
Shay told me, “In order to make the right decisions, you have to see the full picture. Sometimes people think that too many metrics or numbers create too much ‘noise’, but I really believe that a marketer should get all the information that she can get and after digesting all the data delete the ‘noise’. “
Think about how your own marketing team could shift focus to make sure you are taking the time to gather valuable information from each potential marketing metric and KPI. Ultimately, each metric provides valuable insights into how your content is reaching and converting leads.
3. Pay attention to both quantitative and qualitative metrics to inform your overall strategy.
It’s important to remember that you should be using data in making all of your future marketing decisions. This ranges from the types of content you promote on social media to the top quarterly campaigns you create to grow your business.
Of course, there are two different types of data – quantitative and qualitative – and you need to use both to build a broader picture of your successes and setbacks.
Shay supports this, noting that his team at monday.com uses both types of data to make decisions: “While we brainstorm future campaigns, we thoroughly analyze the campaign results along with the insights we gain from customer feedback and user testing. We Combine both methods to understand this and gain insight just Numbers cannot give us. “
4. Use data to confirm or disprove hypotheses to ensure you are not wasting valuable resources.
Data not only provides information about the performance of previous campaigns and strategies, but also about the potential performance of future Campaigns that can save you time and resources that you might otherwise have wasted.
At monday.com, for example, Shay’s team feared that website visitors would perceive monday.com as project management software and felt unsure to try other industries. His team came to this conclusion through tracking analysis – including user behavior on the homepage as well as user activity across the website.
Shay said to me: “We had the feeling that our users did not know that monday.com was both easy to use and robust with additional functions. To test our hypothesis, we presented different use cases on the homepage using a sequence of movements shown Users using monday.com for different industries added a roulette / scroll showing additional use cases. “
The results? A tie according to the Shay team’s KPIs – which told them they could go ahead with the original homepage design instead of making major changes. This ultimately saved them from wasting resources redesigning their already successful homepage and allowed them to concentrate their energies elsewhere.
Ideally, these strategies from monday.com can inspire you to rethink how you can use marketing analytics in increasingly creative and unique ways. Ultimately, of course, you have to decide for yourself how to use data most effectively for your own needs and goals.
[Note: If you’re a HubSpot customer, take a look at the new powerful integration between HubSpot and monday.com.]
