營銷商商品特搜分析指南

A marketer's guide to collecting and analyzing data

Source : PRDaily By Kristin Piombino | Posted: January 10, 2014

Do you use data to support your marketing campaigns?

你運用資訊以支持你的行銷活動嗎?

How much data do you collect about your customers?

你為你的顧客蒐集多少資料呢 ?

Does thinking about data make you nervous? Do you know you should be collecting it but feel overwhelmed at the thought?

有想過資訊會讓你過度緊張不安?  你知道你該收集它但卻對這樣的想法給淹沒了而覺得不知所措 ?

If so, you're not alone. An infographic from Monetate explains how most marketers feel about data, the challenges they face when collecting it, and tips to better use data yourself.

如果是 ，你並不寂寞  ! 有份來自 Monetate 的圖表資訊， 解釋大部分的市場營銷者他們面臨的挑戰
是當蒐資料時 ，對資訊的感覺，  並有可幫助你做得更好的小技巧 。

One hundred percent of chief marketing officers say successful brands use customer data to drive marketing decisions, but 45 percent of companies don't use data to personalize their marketing campaigns. Here are some reasons why :

百分之百的市場總監說成功的品牌會使用消費者指標以驅動市場決策， 但百分之四十五的公司沒有適當使用資訊以個別化他們的市場策略 ，以下是一些原因 :

• Employees don't have the right skills or training (32 percent).
  員工不具備合適的技能或培訓（32％）。
  
• Organizations lack the budget or resources (32 percent).
  組織缺乏預算或資源（32％）。
  
• Organizations have the wrong organizational structure (14 percent).
  組織運用錯誤的組織結構（14％）。
  
• Companies lack the necessary tools or technology (10 percent).
  企業缺乏必要的工具或技術（10％）。
  
• Executives don't support it (9 percent). 
  高層單位不支持它（9％）。

To master data in your organization, the graphic recommends following these steps:

為了讓你組織精確  圖表推薦以下步驟 :

1. Compile all of the statistics.
    彙整所有統計資料

Collect information from social media, website analytics, ads, email promotions-everything you can get your hands on. You want to create the most accurate portrait of your customers as possible.

收集隨手可得所有可從社群媒體 、網路分析 、廣告 、電子郵件促銷方案。你要為你的顧客創造並盡可能的描繪準確。

2. Appoint a data expert.
指派一位資料專家

Select one person to manage how the company collects, stores and analyzes the data. This person can help translate the information to the rest of the company.

選擇一位可專門管理公司所蒐集 處存和分析的資料的人士  該名可幫助轉譯資訊給公司其他部門。

3. Share and analyze the data.
    分享分析資料

Share the data across departments so the right people can review, analyze and use the information.
跨部門分享資料以讓適合的人可瀏覽、分析並使用資訊。

4. Draw conclusions.
    得出結論

Keep an open mind and be willing to make changes to better fit your customers' needs.
保持開放的心態 並願意因應你顧客的需求而改良。

[RELATED: Prove the ROI of your digital efforts after hearing these top-rated case studies in March.]

Check out the rest of the graphic for more:
其餘可參閱圖像資料

(View a larger image.)

Kristin Piombino is associate editor of Ragan.com.