How to deal with risks in the marketing cycle

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In this article, Grigory Zagrebelny, Director of the Ingate Analytics unit, talked about the main mistakes that companies make in the marketing cycle and explained how to avoid them so as not to waste your advertising budget.
It is not enough for a business to simply launch an advertising campaign. It is necessary to regularly monitor the process, analyze and adjust it. And only through complex work can the desired results be achieved. Let's look into this in more detail.
Marketing cycle and main risks
Step 1: Launching an advertising campaign
The advertising campaign is launched either by employees, i.e. the work is done in-house, or by agency specialists or freelancers. Certain risks arise already at this stage. Firstly, this is the need for control. However, the control that exists, for example, in Yandex Direct, is not enough, since it does not take into account a large number of factors that influence the process of error occurrence. Therefore, it is necessary to use additional services. Secondly, this is the risk of losing money if it is not detected in time.

Step 2: Setting up reporting
Once the advertising campaign is launched, the reporting stage begins. Reports are an important thing for business, so they need to be updated regularly. As a rule, this is done by analysts and BI developers from third-party agencies or from the staff.

At this stage, there is a high risk of making a mistake in the reporting, as it is compiled manually by processing a large amount of data. Inaccuracy can affect the correctness of the decision and, as a result, lead to the loss of the result.

Step 3: Optimizing your advertising campaign
You have launched advertising, set up reporting, now bulgaria telegram data you need to move away from the general rules and increase the effectiveness of the campaign with new original methods. To do this, you need to contact a marketer or analyst. They will help you understand how advertising works, what growth points there are to improve the result. At this stage, hypotheses are searched for and tested.

The following difficulties may arise here:

Lack of understanding of what factors influence the effectiveness of an advertising campaign.

The risk of choosing the wrong hypothesis and not stopping an ineffective one in time.

Huge amounts of manual work in the process of testing hypotheses.

Risk of error
In order to make as few mistakes as possible during an advertising campaign, you need automatic control and a quick response system. To do this, you need to set up triggers that will monitor how the advertising campaign is going and promptly notify you when something goes wrong. Such automation will reduce the likelihood that you will miss a mistake and, as a result, lose your marketing budget.