Aleksandra Dejnarowicz, Social Media and Content Manager at BlueSoft, Orange Polska Group, talks about transforming data into business decisions.
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Roś
Natalia Roś,
a journalist from Laba
Amarketing analyst is responsible for developing and measuring the results of marketing strategies implemented by a company. They have knowledge in the field of marketing, advertising, but also project management and data analysis. They look at statistics on a given day, but also look into the future to be able to plan tasks that will bring the company closer to achieving its digital goals. We interviewed Aleksandra Dejnarowicz, who runs the Marketing Analyst course, about the tools she cannot imagine her job without and the challenges that specialists in her position face.
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What do you do on a daily basis?
My job title does not include the title of marketing analyst georgia telephone number data but these days it is a very analytical job. In digital, it is mainly based on data. I analyze website traffic and what is happening in social media (Facebook, Instagram and LinkedIn), both paid and organic activities. Therefore, before I even start working during the day, I have to operate on the basis, in the form of an analysis or audit, of the company’s situation. The content I create every day is not random. Content is very strongly correlated with trends, needs and the results of daily analyses, which show what users want to engage in, what they read, what they like and what they don’t.
What tools do you use?
The basic tools of a data analyst and marketing manager include:
#1. Meta Business Suite
A free tool that allows you to manage your Facebook page, Instagram profile, and messages directed to them from a single dashboard.
#2 Google Analytics
A free tool that is used to analyze traffic statistics and user behavior on a website. The tool provides information on, among other things, the number of users currently on the site, sources of visits and user locations, site visitors or site traffic, the number of new and returning users, the paths users take on the site, and the most frequently visited subpages.
#3. Google Data Studio
A dashboard and reporting tool for data from various online platforms, such as Google Ads, Google Analytics, and Google Search Console, that you can easily share with your stakeholders.
#4.YouTube Studio
A place on the web where you can manage your company profile – develop your channel, contact your audience and analyze data from video content publications.
# 5.Salesforce
A cloud that provides solutions in the area of marketing, community building, data analysis, AI, IoT, E-commerce. It works great for marketing automation.
#6. Sotrender
An analytical tool that checks advanced statistics in social media and compares them in a selected period. The application also allows you to track competitor profiles ‘come market your business with me’: an innovative program for australian entrepreneurstaiwan number which allows you to learn from their experiences and draw conclusions from their actions to optimize your own strategy.
#7. Sprout Social
A service offering a comprehensive set of tools for managing social media. In addition to planning posts, you can focus on social listening, which is an in-depth analysis of the needs and behaviors of profile followers. You can find out what users say about the brand, who they are, how many of them there are, how involved they are in the company’s activities. Sprout Social also allows you to look at the competition and analyze trends.
# 8.Brand24
A tool that is used to monitor and control what is said about a brand on the internet. The analysis is done in real time, which means that when a topic of interest appears somewhere on the web, we are immediately informed about it.
# 9.SEMrush
SEO tool that researches keywords guatemala lists tracks keyword strategy used by competitors, conducts an SEO audit of a blog, looks for backlink opportunities.
So what does your working day look like?
I start by checking my calendar. In my company, we use Nozbe, but it could just as easily be Asana or Monday. Then I move on to analyzing how things are looking on all channels that day. I look at how the stats are changing, how the campaigns are doing. Then I execute the plans. My day can be summed up in three words: strategy, optimization, execution.
Strategy
I am one of the people responsible for marketing strategy. So I participate in developing a document that becomes a manual in the company. If a company has a business strategy, a marketing strategy, communication or content strategy is developed under it. However, this will not happen without a thorough understanding of the organization’s interior. You need to get to know the people, employees, clients, know perfectly well what the mission and vision are, and only then start working on a strategy that will tell you how to reach your goal. Getting to know the organization from the inside can be the key to drawing up a strategy that meets the needs of all stakeholders.
Strategies are no longer plans for two, three or five years. They are now guides that contain tips on how to communicate, write, talk about the brand, where we should be, what to do to be closer to our recipients. These are also no longer documents that are given once and for all. They are constantly being tested, checked against reality and modified on an ongoing basis. Digital is a rapidly changing environment. It may turn out one day that a platform we used to publish posts on no longer exists. The policy of a given social media can change overnight, which may prevent us from functioning on that channel.
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Optimization
It’s looking at goals and adapting to situations using different tools. You have to act in an agile way here. We introduce the AGILE philosophy to marketing teams, because in today’s world we need thinking in which there is no single path, there are many parallel ways to reach the goal. You have to constantly look for and adapt opportunities to get closer to the target group.
That’s why I start my day by checking my statistics, and I spend most of my day running marketing campaigns – I analyze performance, KPIs, I look at which ads worked and which didn’t and why, I monitor budgets and make changes. Of course, some elements can be automated, but it’s still good to check what works and what doesn’t, and what could be better. We can’t give everything to robots yet.