The key aim of marketing insight is to discover a fact about that market that has not previously been made use of, but when leveraged will generate increased profits. Alternatively, market insight can be defined as the attempt to discover a penetrating truth about consumers, their aspirations and motivations which can in turn be used to generate growth. Market insights should be credible, actionable and practical suggestions that will make a real difference to the client.
Where insights differs from metrics is in its approach. Which marketing strategies deliver the best leads at the lowest cost per lead? What percentage of your website visitors actually turn into leads and sales? If you’re like most business owners, you probably can’t (accurately) answer these questions.
- Insights is a business partner to marketing, research delivers to marketing.
- Insights invariably delivers a narrative. Research delivers data that can be summarized and forms the basis of a recommendation.
- Insights looks to add richness to a topline opportunity (or threat for that matter), often putting forward a POV, evaluates, recommends, whereas research often is comfortable at a descriptive level. Insights is about looking to the Why/What next? and not just the What?
Insights go beyond measuring performance and focuses instead on discovering the most valuable places to put your energy – whether that is optimizing your keywords or content, developing content strategies or improving your advertising campaigns. By more accurately tracking every single advertising and marketing strategy – including the company website – our analysts can show you exactly how many leads a particular strategy generates as well as how many leads become sales, revenue, and profit.
Sigma Creative provides insights as an ad tracking and marketing measurement service designed specifically to help business owners measurably improve their marketing performance.
If you’re interested in learning more about our marketing insights services, call 614-285-7565. Contact Sigma Creative today!