I recently came across a common pain point in marketing—making decisions based on assumptions instead of real data. It’s easy to fall into the trap of guessing what works, but there’s a better way: marketing research.
Marketing research helps you understand what works and why for your campaigns and strategies. It’s different from market research, which focuses on demographics and trends. Instead, marketing research dives into user behavior, campaign performance, and insights that help you grow smarter.
Here are some key takeaways I’ve found helpful:
Stop Guessing and Use Analytics: Tools like PostHog, Amplitude, and Mixpanel can reveal user behavior through heatmaps, session recordings, and conversion funnels. These tools make it easier to spot what’s working and what isn’t.
A/B Test Everything: Whether it’s tweaking your landing page or shortening a signup form, always test your changes to see what performs better. It’s the best way to make data-backed decisions.
Focus Your Resources: Instead of wasting money on platforms that don’t convert, track post-signup behavior. For example, if users from LinkedIn are more engaged, allocate more budget there.
Iterate on New Features: Launch new features with a small audience first (using tools like feature flags). Measure how they interact before rolling it out to everyone.
One example I love: If your website’s engagement drops, use heatmaps and session recordings to figure out if users are ignoring a call-to-action or struggling with navigation. Marketing research helps you fix problems instead of guessing what went wrong.
It’s all about learning from the data, making informed decisions, and optimizing every step.
If this resonates, I’d love for you to check out my video where I go into more detail with practical scenarios: https://www.youtube.com/watch?v=NJetJVLNWnk
What’s your approach to making smarter marketing decisions? Would love to hear how others are using analytics in their workflows!