Web data might be one of the most important parts of online marketing. Time after time, companies are falling victim to data breaches, and sometimes, collecting data without permission. Data is money.

Why is web data so important?

Web data helps businesses improve their processes! Collecting data aides in understanding consumers, habits, interests, locations and trends.

The better a business understands their audience, the better they can tailor their micro marketing efforts, production, service locations and overall business decisions. Every smart decision is based on data.

While data is a crucial piece to understanding the audience of a business, getting to know the actual humans behind the data is just as important. Data might get down to brass tacks, but what motivates a person’s behavior and consumer decisions?

Human insight.

It’s no mystery that humans are individuals with their own desires, emotions, fears and lifestyles. Sometimes companies get so wrapped up in web data discoveries that they forget actual human needs and wants in the process.

Similar to micromarketing, focusing on an intensely narrowed down audience, called a sample audience, can bring light to why or why not consumers are using your products and services.

Study how your products and services are used on a day-to-day basis. What sparks excitement, passion or annoyance with your consumers? One might discover a common nuance among them you hadn’t utilized in your micro marketing strategy yet.

The best products and services solve a problem. It’s time to break away from your competition and solve a problem that hasn’t been done yet! Even the simple ones.

Market to humans.

As we mentioned, data is important and always will be. The biggest of business decisions should be made with the data to back it up.

However, for companies that use micro marketing, it’s important for professionals like us to put the human back into your products and services. Combining collected data with the knowledge gained from a sample audience, one has a greater potential to reach a higher quality lead than one only going off of data.

Quality leads are better than quantity any day. While traditional web data collection can lead to a greater potential reach in a digital marketing campaign, if they’re not quality leads, it’s not doing your business any favors. Sometimes consumers look completely different on paper than they do in real life.

Understanding your audience from a data-driven point of view is important, without a doubt. But understanding the humans behind your audience is equally, if not more, important.

Are you ready to do a little market research with us to narrow down your own sample audience?