July 18, 2024
Promotional messaging analytics: a new level of marketing data
In the world of modern marketing, data plays a key role. Companies that are able to collect and analyze information on their promotional campaigns could multiply improve their strategies and achieve great success. However, standard reports on delivery and CTR no longer meet the needs of today’s brands.
At ImLink, we decided to go further and offer our customers more complex and detailed messaging analytics*. Below we will tell you what data will help better understand your audience and improve your business strategies.
Global focus on data culture
As businesses intend to become more and more data-based, their need for data analytics will continue to grow. The data amount will keep expanding, the necessity to professionally and quickly analyze will expand too.
Numbers say the best: the Analytics as a Service (AaaS) market is projected to reach $68.9 billion by 2028. The business analytics software area was valued at approximately $177 billion in 2023.**
Metrics indicating customer communication strategy success
Message delivery reports
The first step to a successful customers’ communication is a guaranteed message delivery. Customers need to have information about the number of messages sent, successfully delivered, read and not delivered due to various errors. This data allows you to quickly respond to emerging problems and adjust your strategies.
Coverage and conversion statistics
To evaluate the messaging effectiveness, it is necessary to analyze not only the delivery of messages, but also the number of responses received, clicks and user actions caused by messages. For example, it is important to know how many users moved to the company’s website and how many of them made a purchase. Such statistics allow you to assess the real contribution of messaging to the overall success of marketing campaigns and determine which strategies work best.
Demographic information
Understanding your customers is the key to successful communication. Collecting data on the age, gender and location of recipients help to better understand the target audience and adapt content to their needs and interests. For example, if the majority of users are young people from large cities, the content may be more dynamic and innovative. Such data allows you to create more personalized and effective campaigns.
User activity analytics
Another important aspect — the analysis of user activity. Information about the audience’s response time and the frequency of interaction helps to optimize the messaging schedule. For example, if the majority of users read messages in the morning, then it is better to plan communication in that time period. This will increase the likelihood that the message will be read and involve more users.
Analytics will never tell you everything you want to know. But you will get all you need to develop an efficient marketing strategy and messaging.
Additional analytics for messengers
When communicating with clients through messengers, you can also use additional types of analytics:
- Frequency of messenger usage: data on how often and which messengers your audience uses.
- Response time: the average time during which users respond to messages.
- Message types: analysis on which types of messages (text, voice, multimedia) receive the most response.
- Content analysis: identify keywords and topics that are of the greatest interest to the audience.
Analytics of promotional messaging opens new opportunities for companies to improve advertising strategies and increase customer engagement. Using advanced data and metrics, marketers can not only evaluate current results, but also predict future trends, which makes their activities more efficient and profitable.
At ImLink, we strive to provide our customers with the tools and solutions enabling them to succeed in the world of digital marketing.
Comprehensive analytics — for rapid business success
What value do the above metrics provide? Great! Obtaining the comprehensive analytical instrument from ImLink you will improve your business strategy, boost ROI, obtain data necessary to optimize promotion plan, as well as:
- Identify industry trends
- Understand customers’ needs
- Make data-driven decisions
- Improve customer experience
- Optimize customer service
- Reveal growth opportunities
To learn more and get complex analytics, please, complete the form on our website. ImLink manager will contact you and provide detailed information on further steps.
*Will be fully implemented in September
**Resources: Imarci, Deloitte, Allied Market Research