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Outsourced CMO Tips: How Small Businesses Can Collect Marketing Data

February 8, 2018


Nowadays we hear a lot of stories about how sites like Facebook and Google collect enormous amounts of data from users. They use that information to create better ad campaigns and a more customized consumer experience. That in turn helps them get highly satisfied customers who return repeatedly to their sites.


Just because you’re not a mega corporation, it doesn’t mean you can’t access that level of consumer information. There are multiple data sources small businesses can use to access marketing data to understand who their target customer is and how to use it to make your business grow.


Remarketing through Google Analytics


Have you ever noticed how after a Googling session for some new headphones leads to you seeing ads for the same headphones on every other website you visit? That’s remarketing. A concept where you can put up ads for your product on other websites visited by somebody who has already come to your website.  


Remarketing your website is possible through consumer data accessed via Google Analytics. To use it enable Google Analytics for your website, and click a button in the admin section that says “capture demographic data,” after which you put a remarketing tag on your website from Google Analytics.


The tag collects demographic data of conversions on your website. Conversions are those people who take an action, like buy a product or send you a message through the contact form. So every time somebody converts, you’ll get specific demographics on your target customer helping you better understand who your consumer is and how to reach them.


Affinity categories


Using demographic data, you can buy ads on platforms like AdWords or SiteScout for profiles that match your audience, as well as, create more leads for yourself. All the data you gather to build customer profiles places each person into an affinity category. They could be soccer moms, tech users, or business professionals. The affinity category they are in depends on the tendencies each person has and what their online viewing habits are.


Google Adwords has affinity categories for all kinds of people. They place users in different categories based on information gathered using various metrics. For example, because of the cooking websites you visit, the restaurants you visit detected through GPS positioning, or the food accounts you follow on Facebook, Analytics will place you in a food loving group.


So even if you don’t set up re-marketing or demographic targeting set up, you can still go to ad exchanges like Google Adwords or SiteScout and buy ads based off of profiles that may seem right to you. So if you’re in the fast food business, you’ll go for the fast food profile. If you’re a business service, then you will want to market to the business professional categories.


There is a lot of marketing data out there for everyone, but the trick is finding, understanding and leveraging it. This is where you can benefit from hiring an outsourced CMO because the outsourced CMO is not just going to look at bringing traffic to your website, they’re going to look at who the traffic is because they know you could take those profiles and do a lot more with it.


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