For companies to create better marketing campaigns that will generate positive results, they need to be relying on marketing analytics and the data that has been generated from previous promotional efforts.

However, not every company can understand how it needs to go about utilizing the information that’s being generated.

That’s why one of the best ways to learn is by the example of how other companies are using their own analytics to make marketing or business decisions.

Netflix

According to reports, the customer retention rate that Netflix has is around 90%, which is far higher compared to any of its competitors.

According to the company itself, the one thing that drives its success is collecting and using analytics on customer behavior.

There are several things that the platform collects to inform its algorithm, including what types of devices users are using to watch shows, as well as the time and date when they watch them.

It also keeps track of whether users binge-watch shows, the time it takes to do that, and when they hit pause whether they resume watching later.

However, aside from all that information, the company also tries to figure out the interactions that all the users have with their favorite movies or shows.

For instance, if the streaming platform recommends a specific movie or show, whether that user is going to finish that recommendation, and then rate it as well.

Given the fact that Netflix has over 150 million subscribers, it’s able to access a large pool of data to generate its insights.

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This strategy has been critical to the success of the platform given the fact that around 80% of all its viewer activity is actually created from the personal recommendations of the company’s algorithm.

Allrecipes

One of the largest digital food brands in the world, Allrecipes has over 85 million users available in 23 countries, spanning 18 different websites. However, no matter how big a brand might be, it always has to take its competitors into consideration.

One of the things that this brand does to maintain its competitive advantage is to figure out how it can understand every single stage of the buying journey of its target audience.

To do that, the company decided to set primary objectives such as expanding its user base and improving the user experience.

It also wanted to generate more video and mobile engagement, while growing its revenue from advertising, and use all that information that is generated to inform future product strategies.

To achieve those goals, the company decided to work with a business intelligence platform, Tableu, where the business could visualize all of the data in a single place.

This tool allows the brand to create custom dashboards and organize any collaboration that’s been planned so it could achieve the objectives it set out in the beginning.

By using the digital marketing analytics visualization and collection tools, Allrecipes managed to collect the data it needed to improve its mobile website.

That included encouraging users to upload their recipe photos with an interface that was easy to use and optimize all of the content on its websites.

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Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian’s Contributions on PR News Online
Ronn Torossian’s Twitter Profile

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.