Data-Driven Marketing 101 with Araks Nalbandyan

Welcome to the Marketing Growth Podcast. I’m your host, Shane Barker, and today I have with me Araks Nalbandyan, the Director of Digital Marketing at 10Web. On the last episode, we discussed how agencies can make themselves stand out in a saturated market. This time, we’re going to dive into something more complex.

So, I want to switch gears a little bit. I want to talk about a more data-driven approach for agencies, because I think there are a lot of agencies that don’t rely on data, and I really think they should.

Data gives us a nice historic view of what’s happened, and I think it’s important to assess that, because decisions should be made based on data. Or at least they should be. If you’re not, then you really should be. What do you think? Why do you think it’s important for agencies to have a data-driven approach?

Gotcha. That makes sense. There’s so much internal information from your current clients that people miss out on, right? Sometimes the feedback is good, sometimes it’s bad, but it’s important to know that bad feedback right away so you can assess it and make changes for future clients. That makes total sense.

So, tell us a little about your experience leveraging data to grow agencies. I know you’ve worked with a few in the past. What were some strategies you used to leverage data and grow those agencies?

Yeah, eCommerce isn’t easy. There are so many moving pieces. You have to drive traffic, convert it, and then keep the customers coming back for more. It’s a cycle. The process of putting it all together is tough, but once you have a solid case study and after your first few didn’t go well, you learn from them. Once you get one that goes well, you can apply all that knowledge and see success. That’s awesome.

So, what do you think are some of the challenges agencies face when trying to implement a data-driven approach?

Yeah, definitely. There are a lot of good things that can come from that, but there are also things you need to watch out for, right? It’s important to understand how to apply data to improve things for customers. I love that it’s very customer-centric—looking at situations and saying, “How can we keep our customers 100% happy and even go above that?” It’s always hard to get to that next level, but I think surveys, asking those questions, and making assessments are key. If you haven’t started assessing your audience or customers yet to see what you can do to make them happier, now’s the time. You’re getting the notice right now—go check on your customers to see if they’re happy!

As a data-driven marketer yourself, what are some of your favorite tools that you currently use?

Awesome. It’s funny, I’ve been looking at your website and what you’ve done. At first, I thought, “Oh, it’s just web hosting.” But it’s so much more than that. You’ve got the AI builder, and it feels like there’s a lot going on—so many amazing tools. At first, I thought it was pretty simple, but then I realized there’s so much more to it. I wish I had known about you guys a few years ago when we were moving stuff over. It would have been so much easier! Moving websites is never an easy process, but it seems like you’ve made it almost “stupid easy” to use. That’s awesome.

Great insights, Araks. It’s been an informational episode, and I’m sure listeners now know how to leverage data-driven marketing. In the next episode, we’ll continue the conversation and talk about the future of data-driven marketing. Stay tuned to the Marketing Growth Podcast.