It is necessary to work comprehensively, from start to finish

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Are you collecting data? Then evaluate it...

It's not that simple. For evaluation to be meaningful, working with data must fit into the overall marketing strategy .

This means that if you want to analyze data effectively, the moment you start collecting data, you need to know what you need to learn from it and which data will be useful to you.

You need to plan just like you would when starting an orchard. If you want to have a thriving orchard with fruit for storage, you need to consider which varieties are suitable for long-term storage.

Data evaluation is the top of the pyramid of a process that extends throughout the entire strategy.

From big data to big marketing results
Companies often collect data but don't know how to work with it. However, using it opens up possibilities for improving their business. What are the main benefits of strategic data analysis?

1. Discovering new business opportunities
You may be wondering why your sales have stagnated and why you are brazil phone number data not selling more. It is probably because you do not understand the needs of your target group.

Example : You sell the same beauty package for all age groups – for women from 18 to 55. Sales are quite good, but you would still expect more. Where is the hidden dog? Do you know exactly what women want? Are you sure that everyone is interested in exactly the same package? If you have collected data and can evaluate it, you will probably be surprised. For example, you will find that women from 18 to 25 are not interested in any beauty package at all. Or that women from 45 to 55 would like to put together their own beauty packages and would have no problem paying extra for a similar service.


We increased conversion from a direct 3% to a further 10% over 6 months for a campaign for a new Czech cosmetics brand, Age Defence . Our strategy was based on collecting and evaluating data, which resulted in effective communication with contacts over a longer period of time.


By properly evaluating your data, you can gain a completely new perspective on your products and services. Data will reveal new information about your target audience that will help you drive sales.

2. Understanding the customer journey
Today's customer is a person who jumps from sales channel to channel. One day they browse the website, then they slide to a blog article and in a few moments they are browsing Facebook or Instagram. From mobile, tablet, computer...

How do you as a seller navigate this?

To understand the customer's purchasing decision process, you need to evaluate data. Not just keep it buried "in a drawer" somewhere, but actually use it.

When you understand how a customer behaves before making a purchase , it is easier to attract them to your products and services.

This specifically means that:

Data will give you information not only about who your customers are, but also where they are, what they want, how they want to be reached, and at what time.
Data will help you understand what influences customer loyalty. You will learn how to retain them.
Thanks to previous findings, you can optimize your marketing expenses.
3. Adapting to customers in real time
A good salesperson must be able to send the right message (offer) at the right time. Imagine you are looking for a family car and a salesperson massages you with the offer of a sports convertible.

Well, wouldn't that make you angry?

Ideal timing and the relevance of the offer are the basis of successful marketing campaigns.

And it is based on data that you can reach the target group at the right time, in the right place and with the right offer.

4. Dosing content that contributes to decision-making
You can either pressure potential customers with generic content and drive them to indifference, or you can serve them content that interests them and influences their purchasing decisions.

Put yourself in the customer's shoes:

The customer has a dog and wants to start running with it. He feeds it with ordinary kibble because he doesn't need anything special. In fact, he doesn't even know that he should use a higher quality food that will replenish the dog's greater energy losses due to increased physical exertion.

If you don’t analyze the data, you’re probably offering your customer generic content that doesn’t address their situation or motivate them to take action. But if you analyze the data, you’ll find out: That they joined a dog running group on Facebook. That they read a canicross blog…

What does this mean for you? That the customer needs premium food for their companion (and will always need it) and that they will probably soon buy a set of a special dog harness and seat for themselves...