Use Little Data From One Channel in Another
One simple source of data that marketers often miss is data from other channels. People will work on direct mail pieces and think about all kinds of value propositions to test what, in five words, can get people to open an envelope. People running search engine marketing campaigns are trying to get people interested through ad copy and to click through. Each channel can easily learn from the other. Yet most channel managers continue in their own silos.
For example, as we worked on an organic search project, we realized that an increase in rankings with keywords was not translating into projected traffic increases. The description below the search term was not leading people to click. We looked at paid search data — which was being managed by another agency that was doing a lot of testing — and we learned from them and changed our descriptions based on what saw the highest clickthrough rates in paid search. By applying that paid search knowledge to SEO, we saw organic traffic grow significantly, enabling the company to get the benefit of its improved search rankings.
The next time you are faced with a decision in your channel, look for Little Data in other channels. It is important to understand that each channel has its own dynamics, and those have to be factored in as you generate the hypothesis. That said, more often than not, there is a lot more data that can be leveraged than is being used today.