How To Use Small Data To Drive Marketing Results For Your Business

Why we’re all in on performance branding – and how it can transform your growth.

How To Use Small Data To Drive Marketing Results For Your Business

Bryan Karas

November 6, 2018

Big data, big data, big data – it’s all anyone talks about…but for some reason “big data” is this untouchable unicorn package of information that most companies can’t get access too – let alone take advantage of…

But fear not friends. Small data is all you really need to drive significant marketing results like improving customer experiences, customer loyalty, and sales.

So let’s talk about some small data you can get access to right now…

“Small data is really just the data ready for the taking in your website, ad servers, email platform, CRM files, social listening tool, content management system and others. It has such potential because it too often goes underutilized—but has gems of marketing strategy wisdom.”

Shopify users get tons of data access that can be used to optimize conversion funnels – all the way from awareness to advocacy. And when combined with FB ads data and Google Analytics you can powerfully optimize the user flow to conversion.

Quick tip: when analyzing FB ads traffic, don’t forget about the importance of micro conversions. Remember, each little, seemingly insignificant step, leads to a sale. Track micro conversions – including clicks on images, reviews, color options, sizing charts, shipping etc – by setting those clicks from your most popular pages as Events in GA and adding them as a new user segment.

This should be done for all popular channels – FB, Pinterest, Google Ads, organic etc – so you can better understand the differences in the users coming from different channels.

It’s time to consider a dedicated data analyst to help improve your business by creating a process that brings small data analysis to the teams in your company that needs it most.

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