As a marketing agency we create and manage marketing campaign for a lot of customers simultaneously. Which means we at one point, had 800+ campaigns running. This made it difficult for us to track and find out which messages worked and which didn’t. It also made it rather impossible to allocate the marketing budget appropriately. We were left with too much data and, at the same time, we did not have enough data on each campaign to actually learn anything. It was quite a headache.
The term Big Data is thrown around alot, but, as we experienced, if you want to benefit from the data, you need a smart tool to extract the data you want. Manually digging into heaps of spreadsheets will make you blind.
To solve this issue, we had to take a step back and force ourselves and our clients to reduce target groups to just a few per segment. We also started taking down campaigns when launching new ones.
The trick is to work closely with media agencies during this transition. Be aware, though, that the general level of competence in this field may differ between media agencies.
The other measure we have taken is to build our own physical “flight control” to monitor behavior and data from many different sources in real time. Media agencies do not provide real-time data, and when we are using a real-time marketing tool, we need to get live performance data. This is still very much a work in progress, and we will provide an update on this project after we have gained some more experience.
While decreasing the number of target groups may sound like a straightforward task, we have found that it is easy to lose control when exploring possible variations of separating the audience while keeping in mind all nuances.
It requires a lot of work. The optimal solution from an admin point of view is to start with few target groups and expand gradually. When creating new target groups, we must balance between being too specific and too broad. This means we need to update our target groups on a regular basis.
We also have monthly meetings where we extract data and work on optimizing the content, target groups and focus.
How does your agency deal with a large number of target groups? Let us know in the comment section!