To get the most out of your marketing budget, it’s necessary to continually fine-tune your campaigns to make them reach the right audience with the right messages. Data can help you do that, and this post looks at several ways how.

PPC Advertising Improvement

Pay-per-click (PPC) advertising forms the backbone of many campaigns. Predictive analytics is a way to make PPC ads more effective. It may take time to build up enough data to do so, but eventually, you will have enough statistics to begin to figure out how your customers behave. For example, imagine that your ads thrive on Monday afternoons but struggle on other afternoons. In that case, you could pull back your spending from unprofitable time periods and focus more on running Monday-afternoon ads.

Conversion Optimization

Reaching a large audience is pointless if a few of them actually make purchases. That’s where conversion rate optimization comes into play, which, per business expert Neil Patel, is the number of sales (or other successful outcomes) divided by the number of visitors.

Data can assist with this task. For instance, paying attention to if and where customers tend to abandon purchases on your website can point to a page that needs improvement. The opposite is also true: A highly successful page may be worth emulating in other areas of your website.


Customers turning a blind eye toward ads is an ongoing problem for marketers. One way to fight that trend is with ad personalization. By using data to make predictions about what will entice a customer, you can tailor a message for them that will have more punch than a generic ad. For instance, Amazon is famous for its successful tactic of showing personalized recommendations to customers, as covered on TechCrunch.

Lead Scoring

Finally, lead scoring is another way data can help you focus your marketing efforts. Lead scoring measures how likely it is that a given customer will respond to a certain offer. By doing this, you can effectively target receptive customers.