Why Franchise Brands Need To Track Integrated Marketing Analytics In Order To See Success

Consumers are creating more valuable data for brands than they ever have before, and it’s up to franchises to use it to their advantage.

By Cassidy McAloonSenior Writer

SPONSORED 8:08AM • 06/24/16

There’s no doubt that franchise brands need creative marketing strategies in order to be successful. But simply launching a new campaign and letting it run its course isn’t enough to push businesses ahead of the competition. A franchisor’s marketing efforts don’t stop when a campaign ends—it’s just as important for brands to analyze their marketing strategies to determine whether or not they need to make a change.

Tracking integrated marketing analytics is more important now than it has ever been before. That’s because consumers are constantly connected to their smartphones, laptops and tablets, creating a surplus of data. Brands collect more data than they realize—every time a customer clicks through a website or shares something on social media, they create a potentially invaluable piece of information that can help a business grow.

These micro-moments, which happen every time a consumer turns to their smartphone or tablet to quickly look up information, give brands a unique opportunity to engage with their customers. One brand that takes full advantage of its customers’ data is Smoothie King, the leader of the booming smoothie segment.

“By diving into our analytics, we have the ability to validate our decisions and determine how to take our marketing efforts to the next level,” said John Gordon, Smoothie King’s real estate manager. “Ultimately the data and research we collect allows us to make the right decisions for our brand in a short amount of time.”

That insight into consumers’ minds is instrumental in helping brands make the right marketing decisions in the future. Earlier this year, Google commissioned Forrester Consulting to uncover how successful organizations use marketing analytics tools to make the most out of the data they collect. The study found that effective marketing measurement provides brands with essential information about consumer behavior.

According to the research, more than half of the successful organizations surveyed rely on well-established metrics to determine business objectives. Another 39 percent say they’re more likely to see improvement in the overall performance of their marketing programs when they use five or more analytics tools.

That means franchisors looking to elevate their marketing efforts need to use all the analytics technology at their disposal when evaluating the success of their strategies. When brands have a better idea of what their consumers are looking for, they’re more likely to create meaningful and impactful campaigns. At the end of the day, that leads to more consumer interaction and a bigger bottom line.