Though marketing is somewhere between an art and a science, analytics can still give you an edge when it comes to understanding your product and your users.
When marketers can ask and answer questions about users, product, demographics, etc. they're empowered to connect with their audience and inspire their users. Having data to back up decisions and give insight as to who is using a product, as well as why and how they're using it is foundational to building a strong marketing effort for any company.
We're going to look at some reasons why Interana's analytics help drive marketing at Tinder, and how you can do the same at your own company. As long as you've got data and an analytics dashboard, you'll be able to bolster your marketing efforts with data no matter what your industry, company size, or product.
Making your analytics accessible to marketers
Making data accessible is what makes it possible for marketers to benefit from your data. Marketers have a unique perspective on your users and your product, and the whole company will benefit from marketers having easy-to-access analytics.
Whether exploring the pain points in a user journey, identifying the most engaged groups, or assessing the popularity of a new feature campaign, marketers can use data insights to bolster their work and strengthen the company's understanding of users, as well.
In fact, one of Tinder's biggest shifts when adopting Interana was the marketing team feeling like they could answer their own questions with data. “Before Interana, I would never consider myself a data person,” Kyle Miller, Marketing Manager at Tinder told us, “but now I feel like I have the ability to accomplish all of my data-driven tasks.”
Whether you build or buy, you need to have an analytics dashboard that everyone can use. With a little orientation, marketers (and anyone else) should be able to retrieve data on their own, graph it, compare datasets, and feel comfortable digging around. Without that, you won't be able to efficiently sustain your marketing team's need for data.
How analytics influences marketing
Marketers need to understand users in order to strengthen their efforts at all stages. Analytics is a great way to supplement knowledge about your customer base in order to market more effectively. Although marketers are often looking at qualitative data, like comments on social media, and basic stats, like email open rates, better access to analytics will deepen their understanding.
One of the ways that Tinder (and most companies) does this is by segmenting users into cohorts based on different demographics. They use age, location, and gender and then move into more granular segments.
This type of basic segmenting is a really easy way for marketers to bolster their knowledge. If they're preparing for a campaign to drum up more users in cities, location would be a crucial segment to look at. If they're trying to attract more women to the app, knowing how concerns and behavior change based on gender would be vital.
Looking at analytics is great to supplement existing marketing efforts, but it can also spawn marketing ideas just from the information it presents. For Tinder, one of their most successful marketing schemes is based directly on one of their segments: college students.
They succeeded in upping their engagement with this group by creating a “Most Swiped Right Schools” list, which shows colleges that have very active Tinder users. Time published the list, a huge success, and Tinder was able to go right back to their Interana dash to see how much influence the article had over registrations.
These deep dives into cross sections of users help marketers better communicate with potential users, and better nurture current users. Quantitative analysis is an important part of any marketing team's ability to construct a robust profile for its customers.
How analytics strengthens the relationship between marketing and development
Marketing and product should have a back-and-forth relationship. How the product develops affects marketing, and a marketer's knowledge of users and insight into customer satisfaction can also provide a feedback loop for product developments.
In other words, analytics should help marketers get as much insight into how people are using the product as possible. The feedback loop that this creates is one that strengthens marketing and product.
For example, at Tinder, Vice President of Technology Dan Gould found that there were a small percentage of users swiping right on every profile, lowering the quality of matches for everyone. Tinder then introduced a limit for the number of matches a day, keeping the quality high.
Product changes like this, which offer real and immediate value to customers, are great for marketing. Noting changes in user satisfaction and numbers of signups after product changes provides important feedback. If people are excited about the change, and happy with the feature, that indicates to marketing that tapping into that feature or concern is a good way to reach potential users.
Data and marketing are a match
Marketers should use data: it helps them do their job better and positively influences the product. Giving marketers easy access to analytics, like Tinder did with Interana, is the first step to empowering them to use data in their work.
Analytics help marketers dig into different cross sections of users, which helps them make better decisions about how to market their product. Analytics can also provide valuable information about user sentiment and product development.
When the whole company is able to use data, the whole company benefits. Marketing is a great example of how jobs across the board can be done better with analytics. And, if you want to learn more about Tinder's use of data, read their case study here!