What if you could cut costs and improve efficacy at the same time? A McKinsey study found that, when companies adopt integrated analytics, they’re able to run more effective marketing campaigns for 80 percent to 85 percent of the cost. By putting marketing dollars where they’re most successful, companies can increase the efficiency of their marketing efforts and free up funds for other projects.

With better data, any company can save money and make better marketing decisions. Here are five simple ways to build better marketing campaigns with performance analytics:

1. SPEND MONEY WHERE YOU MAKE MONEY.

Before you dish out funds to save a floundering channel or campaign, make sure you’re investing most heavily in the channels and campaigns that already work well. Integrated analytics compare marketing channels side by side, so that you can determine which channel offers the highest return on investment. As a general rule, that channel should be your first priority.

2. KEEP AN EYE ON CUSTOMER SENTIMENT.

By monitoring the real-time sentiment of followers, leads, and customers, companies can quickly divert funds from less successful campaigns to more successful campaigns. While this kind of responsiveness is clearly a boon for budgets, many companies don’t track real-time sentiment. According to eMarketer, just one in three marketers measure customer experience adequately.

3. TRACK CUSTOMER EXPERIENCE THROUGH YOUR CUSTOMER SERVICE CHANNELS.

Sometimes numbers don’t tell the whole story. Collect text data on customer sentiment from customer service channels like chat logs, call logs, surveys, and comments sections. When companies use integrated analytics to bridge the gap between marketing and customer service, they reveal a clear picture of the overall customer experience.

4. PAY ATTENTION TO LUCRATIVE KEYWORDS.

The keyword data you collect from search engine click throughs is just as valuable as the leads you generate with each click. These keywords reveal which product features are most important to consumers and which industry trends are driving sales. Use them to craft engaging content that helps future leads find your company online.

5. MEASURE THE SUCCESS OF EXPERIMENTAL CONTENT.

You can use analytics to identify safe marketing strategies, but you can also use analytics to take risks with new content and channels. To figure out which risks pay off, measure the success of experimental strategies with integrated analytics that track engagement and conversion. Then, make successful experiments part of your future marketing campaigns.

Companies that make marketing decisions based on performance analytics run more efficient marketing departments that do more with less. To get started with analytics today, contact the data experts at Venator.