[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2017\/09\/22\/analytics-contextual-marketing\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2017\/09\/22\/analytics-contextual-marketing\/","headline":"Prize catch: Analytics reel results for marketers","name":"Prize catch: Analytics reel results for marketers","description":"Analytics gets big results when it comes to engaging with your customers and potential customers. Read about how data is changing the future of communication.","datePublished":"2017-09-22","dateModified":"2021-09-21","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/steve-calechman\/#Person","name":"Steve Calechman","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/steve-calechman\/","identifier":244,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/1985c554546e60c93562e7c0417efb37e488ac2412ec4510a48a9a1c7a7b389b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/1985c554546e60c93562e7c0417efb37e488ac2412ec4510a48a9a1c7a7b389b?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2017\/09\/Analytics-reel-results_FTR.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2017\/09\/Analytics-reel-results_FTR.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2017\/09\/22\/analytics-contextual-marketing\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/intelligent-enterprise\/","name":"Intelligent Enterprise","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Intelligent_enterprise","http:\/\/www.wikidata.org\/entity\/Q6044119"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/marketing-general\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]}],"wordCount":580,"keywords":["Contextual Marketing","Marketing","Messaging","Millennials"],"articleBody":"No over-thinking required:Where do you fish?Answer: Where the fish are.It\u2019s a literal lesson for the sport and a figurative lesson for when the job is reaching (and reeling in) customers. The initial principal \u2013 go where the fish are \u2013 is obvious; the tricky part is discovering the best location to drop your lines and maximize success. This is the difference between using analytics and not.A company could forgo data and merely guess where they should place their message, but is the digital equivalent of wandering.Analytics are a company\u2019s GPS in pinpointing where customers\u2019 eyes are. And where they are is primarily in front of their smartphones. A Millard Brown report\u00a0tallied the daily number of phone screen consumption at 151 minutes. Televisions run a close second at 147 minutes, followed by personal computers at 103, and tablets at 43.Now you know where the fish are. Take it a step further with an updated version of the advice: Fish where the fish are going to be.Marketing analytics: Why that great email doesn’t really matterThe ability to predict the next market separates good from great companies, and, when it comes to customers, one area to focus attention is the communication patterns of teenagers. They might not be your buyers now, but their parents are, and parents are influenced by how their kids\u2019 engage with technology. On a daily basis, it looks like this:\u25cf Texting: 55 percent\u25cf Instant messaging: 27 percent\u25cf In person: 25 percent\u25cf Social media: 23 percent\u25cf Talking on phone: 19 percent\u25cf Message apps: 14 percent\u25cf Video gaming: 13 percent\u25cf Video chatting: 7 percent\u25cf Email: 6 percent(Source: Pew Research Center)These numbers don’t mean you should drop email and pour all of your budget into texting, but teens are giving a heads-up to the future of marketing and engagement. Note the direction and start incorporating changes. Keep in mind, it’s not all about direct marketing. Be sure to also message them with relevant, contextual opportunities that show you’re interested in them as an individual, outside of a direct sell.Don’t forget about millennials. They are both your customers and your employees. They interact differently than other generations, and it’s crucial that you learn how to engage with them. You can start doing this with a simple, impactful move: Check out your website. If there isn\u2019t a live chat option for customer support, there should be. This ties back to how people communicate. Teens don\u2019t prefer the phone \u2013 19 percent, remember? 50 percent of millennials will use a cell phone to make or receive a call, but only 13 percent will do so on a business landline, according to Gallup.Millennials are not opposed to needing help, or asking for it. Assistance simply should be available in a way that complements how they work. Often, it\u2019s in an open-floor office that\u2019s noisy and offers no privacy. A real-time support option that doesn\u2019t involve talking, or having to hear the answer, allows them to engage freely with you. It also lets your customers, your current, and your future workforce know that your company is flexible. It\u2019s responsive. It knows how people interact, and isn\u2019t beholden to an approach just because it\u2019s how things have always been done. It\u2019s a lure that will be difficult to resist.  In 2023, customer loyalty dropped 13%.In 2024, it fell by 10%.Is your brand retaining \u2013 or repelling \u2013 customers? Get the data + details on how to keep consumers loyal in this REPORT. 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