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The Essential Advantages of Data-Driven Marketing | Emarsys

Lindsay Tjepkema
Lindsay Tjepkema , Marketing Director, Americas , Emarsys

Today’s marketers know that gut instinct and traditional approaches just won’t cut it anymore in the world of marketing. The stakes are too high and the consequences are too steep to put anything other than your very best effort behind campaign strategy and execution. For savvy marketers, this means leveraging data-backed insights and metrics to maximize success. We call this data-driven marketing, and it’s transforming the way marketers do business and interact with consumer audiences.

Collecting, aggregating, and mining data provides marketers with the insight necessary to form strategies and predictions around future campaigns and behaviors. In order to visualize a clear picture of marketing operations, marketing teams must be able to view past, present, and any potential future data side-by-side in a single location. This data is then crunched and reviewed by innovative solutions that can pinpoint trends and patterns.

Solutions such as Artificial Intelligence and marketing automation make it easy to analyze huge data sets with little to no manual work. Marketers are free to use their precious time creating new campaigns, content, and strategy for future growth.

 

3 Awesome Data-Driven Marketing Examples

Still unsure how data-driven marketing works? It can be daunting to implement any new workflow or process in a department without unwavering confidence in a platform. Here are three awesome data-driven marketing examples that everyone, no matter the industry or organization size, should be using right now.

 

1. Create Exceptionally Personalized Campaigns and Content  

Today’s consumers are well aware of the tricks and tactics marketers use to engage them across various platforms and channels. This means that marketers must deliver even more spot-on, personalized content to develop true, value-based one-to-one relationships. The detailed data and insights mined from marketing technology platforms help create a singular, holistic picture of a consumer audience.

Once marketers have a 10,000-foot view of their ideal consumer base, they can drill down to analyze consumers on an individual level, honing in on personal, customized interactions. It’s at this crossroads of big data and personalized engagement that marketers will find a sweet spot. A data-driven marketing strategy uncovers connections and helps marketers develop proactive action plans to maximize consumer engagement and conversation.

 

2. Meet Customers Where They Are, in Real Time

On top of being extremely savvy, today’s consumers are also constantly connected. The rise of smartphones has brought an entire world of opinions, options, and noise to the palm of a consumer’s hand. Marketers can break through this noise with personalized content, but how do they even know where to start connecting with consumers in the first place?

Machine learning platforms and AI marketing solutions can scan huge data sets without the incredible amounts of time and resources that would be required to do the same work manually by humans. These platforms can identify where consumers are spending the most time (i.e. certain social sites, specific apps, etc.) or where they are most likely to convert into a sale (i.e. a website vs. a social ad). This workflow continues with automated content or messages that are triggered based on specific consumer profiles and data-backed analytics. Marketers no longer have to worry about making sure nothing slips through the cracks— data-driven marketing works to eliminate the cracks altogether.

 

3. Make Informed Business Decisions  

When it comes down to it, having detailed insight into what’s working and what isn’t is crucial to keeping a marketing team successful and moving forward. Without access to data that is essentially scoring campaigns, strategy, and initiatives, marketers are left without a clear direction.

Detailed insight into consumer behavior, engagement, and responses can help marketers make informed business decisions and operational choices. Knowing who the consumer is at the individual and group level, and having the insight to predict how these consumers will react to certain messaging is invaluable to marketers looking to take the next step in delivering an exceptional buying experience to customers. The customer buying journey should be easy, with minimal issues or bumps, but still retain a certain level of one-to-one engagement with a brand. Big data is the secret weapon for determining how to hit this perfect medium.

 

Final Thoughts

For e-commerce marketers at organizations of all sizes, data-driven marketing is essential for succeeding and thriving in a constantly changing consumer environment. Understanding the data and numbers at the heart of marketing strategy and decision-making can balance the scales between the ultimate customer buying experience and personalized engagement.

See how your organization can succeed with data-driven marketing to exceed goals and delight customers with our newest ebook, Bridging The Gap Between Data and Personalization.

 

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