Cracking the Code: How Mastering Marketing Metrics Propelled Me to Success | Go-to market strategy

Hello my friends and welcome to Educated Marketing Decisions, your monthly dose of practical marketing strategies - tailored to the aviation industry! 

As an aviation marketing analyst, I regularly face challenges that require innovative solutions, and I believe that the knowledge and experiences I gain can be useful for anyone, regardless of whether they work in marketing or not.

The other day, I was reminded of the renowned quote by John Wanamaker, which goes:

"I know that half of my advertising dollars are wasted. The trouble is, I don't know which half."

Who can identify with this issue? It's a common problem faced by many of us in the aviation industry. While we understand the significance of marketing for business expansion, figuring out which strategies yield actual results can prove to be a daunting task.

Ironically, despite the vast amount of data available today, the situation has become increasingly challenging. While it is easier to collect information than ever before, the available tools often emphasize the quantity of data, rather than its usefulness.

Although data can provide insights into the number of times you blink in a day, it cannot offer an understanding of its impact on your eye health. This results in a significant gap between data collection and its practical application for achieving meaningful business growth.

In my experience, comprehending marketing metrics played a critical role in my success. Giving credit to Clive Humby's concept, data is like crude oil, and analysis is the refining process. To leverage my business data to the fullest, I had to grasp it and utilize it to my advantage. However, it was easier said than done.

I discovered that adding context, structure, and approaching data analysis with a curious mindset were the key to unlock its full potential. Learning the basics of tracking and creating repeatable processes for analysis were also vital.

I strongly recommend that all aviation business professionals to take the time to understand marketing metrics and develop a data-driven approach to their go-to-market strategy. I assure you that the solutions to enhance your aviation business in big part lies within your website and marketing data. The secret is to look inward for strategy rather than outward.

 Please share in the comments: Have you ever experienced the phenomenon of half the money you spend on advertising being wasted? I would be delighted to hear from you.

P.S. This is my first Newsletter. If you’d like to be notified each time I publish a new one, make sure you subscribe. 

And of course, if you found value in this, please share it with your aviation network. 

Have a wonderful week!

Rebekah

CEO & Founder of Becks and the Jets