Often referred to simply as “UMP” – and often confused with USP – your unique marketing point is a phrase coined by Samantha Noble and refers to the “data and insights on visitors that come and interact with any of the platforms that belong to you”, which cannot be replicated by your competitors.

Where to Gather Insights

The platforms you use each have their own built-in tools to gather the data that you can convert into usable information to boost your marketing campaigns. Below we investigate a couple:

Google Analytics

Google is such a household name that it has become a verb! This makes their analysis tools particularly powerful. It does require commitment, though, as Google Analytics is known for its thoroughness, not its user-friendliness.

Top Tip:

Once you have added your Google Analytics code to every page template on your site, go to the “Audience” section, and from there “Demographics.” Here you will learn who visits your site – age and gender, types of content that they browse online and the types of products or services that your customer base are also in the market for.

AdWords

Hand-in-hand with Google Analytics is AdWords. Used to track campaign statistics or view specific data for ad groups, ads or keywords, AdWords breaks the data into finer sub-sections.

Top Tip:

To get the best indication of what is or is not working, import a Google Analytics view into AdWords and examine these data columns:

Bounce Rate,
- - - Pages/visit,
    - Average visit duration, and
    - % of new visits.

In Their Own Words

- Bing Ads Intelligence is a powerful keyword research tool that allows customers to build and expand on their keyword lists using the Excel interface. Customers can easily gauge the performance of relevant keywords and apply those insights to improve their keyword selection and campaign performance.

- Facebook Audience Insights gives you aggregated information about two groups of people – people connected to your Page and people on Facebook – so you can create content that resonates and easily find more people like the ones in your current audience.