Data can provide many great insights in your marketing strategy, but it is the context that gives data its value. Without it, the information it provides is often useless. The application of context to your data happens through blending. In a nutshell, it means that you need to combine data coming from various sources, which will result in an in-depth picture. The insights you gain through this is valuable for many marketing techniques and process, from SEO to strategic product positioning and pricing.
- A modern customer journey may, for example, involve seeing a Facebook ad, Googling your brand, and then making a purchase on a cell phone.
- Google Data Studio is a worthwhile tool to use for data blending.
- Some factors to include are conversion data, the origin of site traffic, and keyword data from various platforms.
"Basically, data blending provides a ton of valuable insights into your marketing efforts - of which SEO is a cornerstone. It adds greater context to your search data by combining it with information from across your entire ecosystem. And while it’s certainly possible to gain those insights yourself, doing so requires a ton of effort that’s best spent elsewhere."