{"id":7191,"date":"2020-04-20T07:05:13","date_gmt":"2020-04-20T05:05:13","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=7191"},"modified":"2022-09-05T19:24:30","modified_gmt":"2022-09-05T17:24:30","slug":"what-is-the-value-of-mining-data","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/what-is-the-value-of-mining-data\/","title":{"rendered":"What is the value of mining data?"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"680\" height=\"362\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/04\/shutterstock_645203908-e1587122323196.png\" class=\"attachment-full size-full\" alt=\"DSM Digital School of Marketing - mining data\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/04\/shutterstock_645203908-e1587122323196.png 680w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/04\/shutterstock_645203908-e1587122323196-600x319.png 600w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>Relationships that are formed between customers and businesses have changed significantly in the last decade. It can be said that loyalty is a relic from a time gone by and that consumers are more discerning than ever before. Organisations are required to be wholly proactive when it comes to customer satisfaction in addition to identifying opportunities that they can leverageto sell more. In order to be preemptive, they must understand their customers &#8211; more than ever &#8211; are turning to mole sophisticated methods of data mining.<\/p>\n<h2><strong>What is data mining?<\/strong><\/h2>\n<p>Investopedia defines data mining as, \u201c\u2026 the process used by companies to turn raw data into useful information.\u201d Large organisations will leverage software to reveal patterns in batches of data, and SMMEs can monitor these patterns simply by looking at their <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/latest-news-for-google-ads-lead-generation-extension\/\">Google Ads<\/a> account history or Facebook Advertising data. Mining of audience and stakeholder data has fast become an essential activity in business, and companies that aren\u2019t doing so risk being pushed down the market share ladder. There are ample benefits to mining date, and prioritising it could be the key to marketplace success:<\/p>\n<h3><strong>1. Improved website optimisation<\/strong><\/h3>\n<p>By assessing information regarding the people who visit their <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/why-great-content-is-essential-for-your-website\/\">website<\/a>, a business is able to tailor their online experience for those audience members. Google Ads, for example, can be used to glean data regarding website visitor age, gender, and broad geographical location \u2013 as well as a host of other data sets including time spent and bounce rates. Brainstorming audience target personas will paint a picture of who the company website should appeal to, and actions can be taken to optimise it accordingly.<strong><br \/>\n<\/strong><\/p>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/329102606?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h3><strong>2. Track performance over time<\/strong><\/h3>\n<p>A company that has been mining audience and marketing data for years has a tonne of information to assess. Over time, trends will begin to reveal themselves, particularly once there is year-on-year data. This could reveal the time of year the company does its most sales, or how certain social events affect their website traffic, social media engagement, feet through the door, etc. Google Analytics is an excellent, no-cost tool to mine website and online PPC advertising data, and is definitely worth a try for any aspiring marketing data analyst.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>3. Readjust your promotional approach<\/strong><\/h3>\n<p>As said above, data over a period of time reveals trends, which a business can and should take advantage of. If, after mining data for two years, a shop notices that their inevitable festive season upturn of transactions is arriving much later than they\u2019d hoped, they could try putting up decorations sooner in the year. Companies that know when their clients\u2019 birthdays are \u2013 for example \u2013 can personalise their marketing communications and build relationships with them.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>4. Improved marketing campaigns<\/strong><\/h3>\n<p>Marketing data is critical in the effort to deliver exceptional products and services for clients. It\u2019s all about giving them an experience; treating them to something a company has put effort into, with the consumer in mind. By looking at things like social media engagement and mailer open rates, a business gets an idea of what their audiences want to see and engage with online. Having the data is the first step; the next is to find the trends and take them into account when planning public-facing business activities.<\/p>\n<p>&nbsp;<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>Data mining should be a staple in any marketing or advertising strategy. Learn how to strategise for marketing department success with our <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/marketing-management-course\/\">Marketing Strategy course<\/a>. Check out the other DSM <a href=\"https:\/\/digitalschoolofmarketing.co.za\/qualifications\/\">digital marketing qualifications<\/a> if you\u2019re looking for something different.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/marketing-management-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7192 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/04\/Marketing-Strategy-600x96.jpg\" alt=\"DSM Digital School of Marketing- Marketing Strategy\" width=\"600\" height=\"96\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/04\/Marketing-Strategy-600x96.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/04\/Marketing-Strategy-300x48.jpg 300w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/04\/Marketing-Strategy-1024x164.jpg 1024w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/04\/Marketing-Strategy-768x123.jpg 768w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/04\/Marketing-Strategy-scaled.jpg 2048w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. Find out more.<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/you-can-convey-a-lot-of-meaning-with-just-one-graphic\/\" rel=\"bookmark\">You Can Convey a Lot Of Meaning With Just One Graphic<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/would-you-make-a-great-marketing-manager\/\" rel=\"bookmark\">Would you make a great marketing manager?<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-with-bona-magazine-and-the-digital-school-of-marketing\/\" rel=\"bookmark\">Win with Bona Magazine and the Digital School of Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-a-digital-marketing-course-valued-at-r12-000\/\" rel=\"bookmark\">Win a Digital Marketing Course Valued at  R12 000<\/a><\/li><\/ul><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Top Selling COurses<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/courses\/digital-marketing-course\/\">Intermediate Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/courses\/advanced-digital-marketing-course\/\">Advanced Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/courses\/social-media-marketing-course\/\">Intermediate Social media marketing<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/courses\/digital-brand-management-course\/\">Brand Management<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/courses\/graphic-design-course\/\">Basic Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-6\"><a href=\"\/courses\/advanced-graphic-design-course\/\">Advanced Graphic design<\/a><\/li>\n<li class=\"cat-item cat-item-7\"><a href=\"\/courses\/national-certificate-of-advertising\/\">National Certificate of Advertising<\/a><\/li>\n<li class=\"cat-item cat-item-8\"><a href=\"\/courses\/national-diploma-of-copywriting-course\/\">National Diploma of Copyrighting<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Youtube video player\" src=\"\/\/www.youtube.com\/embed\/vr-3WQNOMkQ?autoplay=0&controls=1&origin=https:\/\/digitalschoolofmarketing.co.za&loop=0&mute=0\" allowfullscreen=\"1\" loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":7193,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[262],"tags":[36],"class_list":["post-7191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-blog","tag-marketing-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/7191","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/comments?post=7191"}],"version-history":[{"count":0,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/7191\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media\/7193"}],"wp:attachment":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media?parent=7191"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/categories?post=7191"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/tags?post=7191"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}