It is crucial for brands and marketing communication professionals to use data-driven strategies and tactics to enhance the various aspects and outcomes of their communications efforts.

It’s important to first of all understand why data-driven outreach is essential to the communications ecosystem. While human intuition will always play a key role in this type of decision-making, decisions across all organizations carry more weight when backed by concrete data rather than just by an inclination or a “feeling.” Having actual evidence of what is and isn’t working adds credibility, reduces risk and ultimately strengthens strategic marketing decisions as well as long-term performance.

Companies often measure Key Performance Indicators (KPIs), which are metrics that track progress toward specific business goals and objectives. While there are many KPIs to consider, here are some important ones related to common communications/outreach goals:

• Conversion Rate: The percentage of consumers who complete a specific marketing outreach goal, such as making a purchase, clicking a link, or completing a sign-up form.
• Reach and Impression: How many people actually view your content and how often do they do so?
• Engagement Rate: The number of online likes, comments, or shares divided by the total number of followers or reach.
• Lead Generation: The number of actual new leads generated as a direct result of a marketing campaign or a specific outreach tactic.
• Return on Investment (ROI): The profit or financial benefit gained from a particular communications campaign, as compared to the cost that was spent on it.

Companies can use these metrics to benchmark performance and to conduct meaningful competitive analysis. By examining concrete data, they can compare their results to other companies and campaigns within their industry in order to identify opportunities for innovation and continuous improvement. By understanding what is working and what is not, companies can create a marketing “SWOT analysis” that defines their strengths, weaknesses, opportunities and threats. When developing marketing campaigns, it is essential to look inward and identify the root causes of both successes and failures. Having the correct data to guide this process is not just helpful; it is essential.

With actual data to drive your marketing decision-making, instead of relying solely on instinct, you’ll have clear evidence to support your outreach strategies, adjust your tactics and communicate your results with confidence. By embracing data-driven communication and marketing, you can ensure that your messages, campaigns and decisions are rooted in measurable strategies and tactics which deliver results. And whether your campaign is a wild success, a total flop or most likely something in between, you’ll have the numbers and the insights to make smarter adjustments for future planning.