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<div id="pastingspan1"><span style="">There&#8217;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&#8217;t enough to push businesses ahead of the competition. A franchisor&#8217;s marketing efforts don&#8217;t stop when a campaign ends&#8212;it&#8217;s just as important for brands to analyze their marketing strategies to determine whether or not they need to make a change.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">Tracking integrated marketing analytics is more important now than it has ever been before. That&#8217;s because consumers are constantly connected to their smartphones, laptops and tablets, creating a surplus of data. Brands collect more data than they realize&#8212;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.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">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&#8217; data is <a href="http://www.smoothiekingfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-franchise-brands-need-to-track-integrated-marketing-analytics-in-order-to-see-success-4915" target="_blank" rel="nofollow" target="_blank">Smoothie King</a>, the leader of the booming smoothie segment.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">&#8220;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,&#8221; said John Gordon, Smoothie King&#8217;s real estate manager. &#8220;Ultimately the data and research we collect allows us to make the right decisions for our brand in a short amount of time.&#8221;</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">That insight into consumers&#8217; minds is instrumental in helping brands make the right marketing decisions in the future. Earlier this year, Google commissioned Forrester Consulting to uncover <a href="https://www.thinkwithgoogle.com/articles/new-study-reveals-integrated-marketing-analytics-critical-success.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-franchise-brands-need-to-track-integrated-marketing-analytics-in-order-to-see-success-4915" target="_blank" rel="nofollow" target="_blank">how successful organizations use marketing analytics tools</a> 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.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">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&#8217;re more likely to see improvement in the overall performance of their marketing programs when they use five or more analytics tools.</span></div><div id="pastingspan1"><span style=""><br /></span></div><div id="pastingspan1"><span style="">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&#8217;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. </span></div><div style="  font-style: normal; normal;  normal;"></div>

1851 Franchise

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.

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