The collection of data through paid social media avenues like Facebook or LinkedIn allows you to develop a comprehensive understanding of your target audiences. Instead of having a nebulous, broad image of the target demographic most likely to invest in your produces and services, you can divide your target groups into multiple segments then tailor your content and messages specifically to those subsets of your customer profile. Essentially, we’re going to learn how to discover who your separate target audiences are.

We’ll take a look at all the information you can track using Facebook and Instagram and determine the best performance indicators for your brand including revenue analytics.

Beyond the hard data, delving into marketing analytics sometimes calls for collecting different metrics from more places than you have been. For example, a thorough analytic understanding isn’t just built off information gathered during lead generation, it also involves tracking metrics like:

• Who is receiving your messages?
• On what medium are they consuming your message?
• Who is sharing your messages?
• How are they sharing it?
• Who is responding to your calls to action?
• Is your message leading to actual sales improvements?
• Is your team on track to meet the goals set forth for this month, quarter, and year?
• Are your efforts generating a Return on Investment (ROI)?

We’re going to look at a full sphere of optimization.

Optimization is imperative at the ad level but really should extend throughout your entire team and culture.

Knowing what types of messages your audience prefers is one step away from optimizing. We’re going to consider actionable plans that will determine how to make each interaction between your company and your leads or customers the best it can be. This is not just about the messages you send out to your leads and customers, but also about how you interact with them when they call in with questions, email for technical assistance, or revisit the sales team with pricing complaints. With a plan for company wide optimization, you can help your leads and customers meet their own goals and objectives by tailoring messages and interactions to their needs and desires.

Your first question might be, “What is predictive modelling?” Predictive modelling looks at existing patterns in current data to statistically predict the behavior of your future customers.

With a defined and well-understood set of leads and customers, you can begin to run your own predictive models to see how your customers or leads will respond to particular offers, messaging, products and deals. For example, some of your customers might wait to purchase something they really want only when it goes on sale. Others might desire to always be the first to make a new purchase, and still more might respond to getting extra goodies with their full-price products.

Understanding your audience through predictive modeling can help you create messages that tug the right strings, while avoiding messages that are perceived as turnoffs to your target groups. Do your customers respond to practical reasoning, laid out carefully? Perhaps they prefer messages that summarize the reasons they decide on to make their purchase decision.

Predictive modeling gives your brand a roadmap to generate messages and interactions your particular audiences are most likely to respond to. If your brand is still a young start-up, having a grasp of what to track or what to look for early on, will help you to make smarter marketing decisions as your brand grows.