Matthew GibbonsData & Tech Writer
- September 11, 2023
- 6 minute read
- Matthew is a marketing expert focusing on the SEO & martech spaces. He has written over 500 marketing guides and video scripts for the WebFX YouTube channel. When he’s not striving to put out some fresh blog posts and articles, he’s usually fueling his Tolkien obsession or working on miscellaneous creative projects.
Regardless of your industry, you’ve probably heard about the importance of marketing data — and for good reason! It’s the secret weapon behind every successful campaign — the thing that marketers are always pushing for.
But what does that mean for your business? It’s easy to talk about marketing data in broad terms, but what does it look like on a granular level? What types of marketing data should you be tracking and analyzing?
There are quite a few types of marketing data that your business should track. On this page, we’ll look at six marketing data examples — that is, six major marketing data types you can benefit from analyzing. Those examples include:
- Campaign data
- Customer data
- Sales and purchase data
- Customer satisfaction data
- Competitor data
- Market data
Keep reading to learn more about each one. Then subscribe to our email newsletter, Revenue Weekly, to get more marketing tips sent straight to your inbox!
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1. Campaign data
One of the most important types of marketing data is campaign data. This is data that shows you how your various marketing campaigns are performing.
With campaign data, you can see what kinds of results each campaign is driving, and you can trace each lead and sale back to specific campaigns to see which ones are more effective.
“Having an accurate account of what source/mediums are driving the conversions of your website goes a long way in knowing how your prospects and customers alike are discovering your business. Without this data, you’re really blind to what’s ultimately driving growth for your business.”
Some of the metrics included in this marketing data category are:
- Return on investment (ROI)
- Cost per lead (CPL)
- Click-through rate (CTR)
- Conversion rate
- Email open rate
Those are just a few of the metrics you might track for different marketing campaigns. The truth is, there are countless key performance indicators (KPIs) involved with campaign data.
The most important step, though, is to set up a tracking system that allows you to trace specific conversions to specific campaigns. Without that, you won’t be able to tell which campaigns are benefiting you and which are just costing you money.
2. Customer data
Another crucial marketing data category is customer data. As the name suggests, this is data about your customers — their demographics, their location, their interests, and so on.
There are multiple ways to get this type of data. One way is to track which sorts of people visit your website. Another is to look at patterns across the people who have bought your products or services.
However you measure it, though, customer data is essential to understanding your buyers and prospects. By learning that information, you’ll be able to more effectively market to them.
For example, if you know that most of your customers are middle-aged men from Missouri, you can target your marketing toward that exact group. And if you know that they tend to be the most interested in the technical side of your product, you can promote that aspect in your marketing.
3. Sales and purchase data
When you’re running a business, it all comes down to sales and revenue. That’s the name of the game. So, naturally, it’s one of the most important things for you to track.
You want to keep up with what sorts of sales you’re driving and how much you’re earning. That means you should ask questions like:
- How much of each product are we selling?
- Which groups of people are buying which products or services?
- How much revenue are we bringing in from each product or service?
Tracking this marketing data category helps you determine how successful your sales efforts are, allowing you to revamp your sales process for the products or services that aren’t selling as well, while investing more time and energy into those that are flying off the shelves.
4. Customer satisfaction data
As important as it is to track sales and revenue, you’re not going to earn many sales if you don’t keep your customers happy. That’s why you should also track customer satisfaction data, which lets you see how your audience is responding to your business, products, and services.
You can do that by tracking metrics like net promoter score (NPS), which asks customers how likely they are to recommend your business to others. You can gather this data by sending out surveys to customers. You can then take the feedback you get from them and implement it to make your business practices better.
5. Competitor data
It’s hard enough to earn new customers as it is, but it’s not helped by the fact that there are other businesses out there competing for the same audience. You don’t want to take the chance that those companies are using some super-effective tactic that you’re not aware of.
That’s why yet another of the best types of marketing data is competitor data. You can track what kinds of campaigns your competitors are using, where they’re ranking in search results, what kind of engagement they’re receiving, and more.
Using this info, you can perform a SWOT analysis, where you analyze your competitors’ strengths, weaknesses, opportunities, and threats. You can then hone your own marketing to emulate their strengths while exploiting their weaknesses.
6. Market data
Finally, while you’re tracking all the different marketing data types above, you should also be sure to track data related to the market. That means beyond just focusing on yourself and specific competitors, you should keep up with trends in your larger industry.
If a new product suddenly comes on the scene and dominates your industry, you’ll want to make sure you have a hand in selling that product, so you don’t get left behind. And if you notice that the demographics of customers within your industry are shifting a certain way, make sure you shift with them to keep your marketing focus on the right groups.
Doing this will help you stay relevant and avoid falling behind the times.
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All the marketing data examples on this page are important for your business to track and analyze, but what if you’re struggling to do that? Maybe you’re having a hard time getting the right insights from your data, or maybe you just don’t have the time or technology to track all of it to begin with.
If that’s the case, don’t worry — WebFX is here to help. We offer top-of-the-line marketing analytics services to help you uncover vital insights from your data and reoptimize your business practices accordingly. With us at your side, you’ll be able to drive your revenue to new heights.
Matthew is a marketing expert focusing on the SEO & martech spaces. He has written over 500 marketing guides and video scripts for the WebFX YouTube channel. When he’s not striving to put out some fresh blog posts and articles, he’s usually fueling his Tolkien obsession or working on miscellaneous creative projects.
WebFX is a full-service marketing agency with 1000+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more