Common Marketing Outliers: Identifying & Managing Them
The chances are high that your audience across your various channels is diverse—made up of people with different needs, different values, different constraints, and more. That’s why smart marketers develop marketing personas to help them better cater to the various groups of people that their brand attracts.
However, sometimes one or more small groups is so extreme in their behavior that they skew the overall behavior of your channel audience in a way that’s detrimental. These groups are called outliers and they can cause a number of problems, including…
- Clouding overall performance data, making it appear that you’re doing much better or much worse than you actually are
- Obscuring how your core audience is performing
- Concealing trends in your customer data, causing you to miss opportunities or fail to address challenges
- Skewing A/B test results and leading you to implement the wrong changes or strategies
Let’s talk about some common outliers you might have in your various audiences, and then how to manage your outliers to avoid having issues.