THERE’S A NEW BUSINESS MODEL TO CREATE

STARTING FROM DATA ANALYSIS AND STRATEGY

PLAY THE VIDEO AND DISCOVER
THE ORGANIC MEDIA ERA

YOU KNOW ABOUT STRATEGY,
BUT WHAT IS A DATA-DRIVEN STRATEGY?

A short introduction to the world of data.

Data: that’s the buzzword we hear everywhere. But what exactly can data do to business strategy?

Data driven decision making is a complex process involving data collection and analysis to identify patterns of behaviour.

The insights are used to develop an analytics strategy which benefits the business in different areas, like marketing.

A data strategy is designed starting from solid data analytics, in order to be coherent with what people say, need and do.

Looking at data allows brands to understand what is going on among their target audience, and behave accordingly.

It gives possibility to adjust enterprise strategy to shifts in the market and in consumer behaviour.

Big data tell a lot about brand audience, like their interests, their problems and how they try to solve them.

But companies must have the technologies and tools to identify data and correctly read them.

It would be impossible to build an efficient data-driven strategy without the methods and the technology to manage data.

THE RISE OF A NEW BUSINESS OPPORTUNITY:

WHY BRANDS SHOULD BECOME
DATA-DRIVEN.

The digital world is constantly changing at a global level, creating new challenges and opportunities; to keep the pace and make more informed and powerful business decisions, managing data is fundamental.

The importance of data in decisions lies in consistency and continual growth. By leveraging data analytics and using business intelligence and machine learning to accurately read them, it is possible to identify trends, prioritize goals and implement a new approach that benefits the company both in the long-term and short-term.

The efficiency of data analytics has been proven by a study from the MIT Center for Digital Business, that found out that businesses driven mostly by data-based decision making had 4% higher productivity rates and 6% higher profits.

In a world where the digital environment is ever-changing, data access can make the difference between success and failure, between market leadership or being left behind.

HOW DATA IS USED TO DEVELOP A STRATEGY?

A PRACTICAL GUIDE TO THE ORGANIC MEDIA METHOD.

Data is very helpful to understand and improve business processes to optimize resources, both monetary and in terms of time and operations. But it doesn’t end here. Companies that can manage data correctly can design a lead generation strategy to attract the right people to their website.

Starting from the data, we can understand customers’ needs and wants, and what micro-moments they experience more often; this will allow us to implement a content strategy that accurately answers their issues. Providing the right audience with a network of content useful to them and in line with their priorities means that, when they search for something on the Internet, Google will show them our content and in it they will find the answer to their needs.

So, data is what gives brands the capacity to be there, when they search.

The development of the right analytics strategy also allows for monetizing big data. This is particularly evident in the case of an e-commerce, where the content architecture will lead to conversion, therefore creating an integration of business models.

 Data governance is key. It means ensuring high data quality throughout the whole lifecycle of the data, and it involves data security, data architecture, data accessibility, and data storage. It is a comprehensive action plan that requires an investment in data science; it is under the control of the chief data officer, but all the company’s employees must work within the framework of improvement.

ARE YOU READY TO START?

THE 4 STEPS TO DATA ANALYSIS.

Building a strategy based on data analytics is a complex process, as it is its application.  This short guide aims at making clear and understandable the technical principles needed to implement a data-driven strategy, and illustrating the requirements.

  • Forget about the brand name.

    The number of times people will search on the Internet for a company’s name is enormously less than the number of times they will make a related, generic, unbranded search. So, the first thing to do is to explode the world of micro-moments around a company’s product or service.

  • Identify all the keywords around this world of micro-moments.

    Understand what people search and how these searches can be linked to the company. Keywords can be divided into categories according to the search volume, or to closeness to the company’s products or services. At this point, it is pivotal to cover all the need states that can be relevant to create a solid and comprehensive content structure.

  • Set clear goals and objectives.

    A data-driven strategy allows reaching different goals, for example: increase traffic to a specific page, improve conversions on e-commerce, reduce costs. It is important to set priorities before planning the activities, to be able to measure the performance.

  • BE USEFUL

    Having collected the data and having the tools to read it, doesn’t simply provide information about what is important for the audience and which problems they have that the brand can solve. That’s nothing new. Thanks to data analysis, brands can know how their audience act when they want to solve their problems, how they think, what they search for on the Internet. And can, therefore, build a content system based on these patterns, to intercept them, every time they search.

QUALITY OVER QUANTITY:
SPEAK TO THE RIGHT PEOPLE.

HOW TO BECOME MORE DATA-DRIVEN WILL ATTRACT MORE QUALITY LEADS.

Traffic is not only a matter of quantity; it is also a matter of quality. A website well-positioned with SEO has high chances of appearing on the SERP, and also to be entered by users. But if the content provided is not high-quality, or not useful for them, they will bounce.

This is why data must be used with intelligence. The advantage of automation is that you can use artificial intelligence as a strategic asset with the ability to collect, develop and analyse data for decision-making purposes. Small businesses may fear digital transformation, but many case studies show that they can have huge benefits by allocating part of the budget to it.

Create a platform where people can find innovation, community, and answers that efficiently solve their issues. Create quality, and they will generate value for the brand and the stakeholders.

Whether the final objective is brand awareness, lead acquisition, traffic increase, online engagement or e-commerce conversion, it will be achieved only if data are understood to a point where all the strategy components are aligned with the data and all the actions implemented are exactly what the audience needs.

Challenges are always
great opportunities of innovation

DISCOVER ORGANICA MEDIA SOLUTIONS and its Micro-Moments architecture

Organica is the first media model based on micro-moments that reaches
the Organic Audience of a brand
on Search engines throughout its integrated system.

A new cutting-edge content development approach
for a tomorrow digital media world.

DISCOVER OUR METODOLOGY
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