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Using your BI Data for Marketing

shutterstock_394279225.jpgI recently posted on Facebook an impressive statistic about how our managed service IT firm Safety Net was able to solve 97% of all service requests remotely during the first quarter of 2013. It reminded me of yet another advantage of business intelligence (BI) – marketing power. With BI, you have the ability to analyze data and document successes – from company sales figures to employee performance, program implementation to general statistics, and everything in between.

This information, the cold facts of your company’s success, is ripe for use in all types of marketing material!

BI dashboards display all of your key data in visually appealing formats like charts and graphs, so this information can be quickly translated into press releases or included in advertising campaigns. The examples are endless. Your company could send out a PR touting record high sales numbers for the past quarter (with the data to support it). If you’re a nonprofit, you could publicize the number of persons served or fundraising goals met.

Similarly, you could create an ad campaign all about the success of a company’s “greening” efforts, complete with the real numbers showing reduced energy consumption (collected through a BI solution, of course).

Other potential marketing efforts could showcase your company’s customer satisfaction levels (backed with data showing low return rates, no reported defects, etc.)

The real-time information collected with BI also transfers well to today’s fast-paced world of social media. Businesses can easily pull real-time data and immediately share it online. For example, keep your customers up to date about a limited-supply offer, or if you’re a hospital, keep patients informed of ER wait times!

Depending on the industry, your customers and prospects may be particularly interested in the data that your company collects. For tech companies, sharing customer successes (such as traffic generated for SEO clients) can highlight particular strengths. In the medical world, sharing recovery times or statistics on successful procedures is a great way to use data to attract and reassure potential patients.

BI data has numerous uses, but companies often forget that their data can be as powerful externally (sharing with the public) as it is internally. So, it maybe it’s time for your organization to start showcasing some of your data.