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BY ANALYSING CUSTOMER BEHAVIOUR AND PREFERENCE DATA , MARKETERS CAN CREATE HIGHLY TARGETED CAMPAIGNS THAT REACH THE MOST RELEVANT AUDIENCE .

getting the right products to the right audience and how well it uses its data .

Using data to optimise campaigns for maximum ROI

Using data is the key to optimising campaigns and maximising your ROI . Within digital advertising , testing activities are essential and enable businesses to decipher what works and what doesn ’ t . Marketers often run multiple campaigns simultaneously , experimenting with different creative elements , ad formats and targeting options . This process , known as A / B testing ( or multivariate testing when comparing higher variables ), involves creating one or even several variations of advertisements and measuring their individual performance .

KPIs such as click-through rates ( CTR ), conversion rates and return on ad spend can provide insights into which ads resonate most with the audience . This approach is fundamental to Must Have Ideas as we continuously track , test and distribute a multitude of targeted and timely adverts to our customers .

For instance , it could be that a company assesses different versions of an Instagram ad to measure which one drives the most engagement . The data collected from these tests helps determine which creative elements ( e . g . images , headlines , calls-to-action ) are most effective with a specific audience . Once the best variation is identified , it can be recreated to reach a broader audience , which in turn should allow them maximum return on their investment .

Data also plays a massive role in audience targeting . Digital platforms such as Facebook , Google and TikTok offer sophisticated audience targeting options based on demographics , interests , behaviours and interaction history . By analysing customer behaviour and preference data , marketers can create highly targeted campaigns that reach the most relevant audience .

For instance , an online fashion retailer might use data to identify that their most engaged audience consists of women aged 18 – 24 who have shown interest in sustainable fashion . Having access to this degree of insight would allow business owners and marketers to style their ads to this demographic .

Like advertising , data is invaluable for optimising e-commerce websites with the goal being to create the most seamless and engaging user experience possible to increase customer satisfaction and drive conversions .

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