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The Essential Advantages of Data-Driven Marketing

Lindsay Tjepkema
Lindsay Tjepkema , Global Head of Content , Emarsys

Today’s marketers know that in the modern world, gut instinct and traditional approaches just won’t cut it anymore. 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 maximise success. We call this data-driven marketing, and it’s transforming the way marketers do business and interact with consumers.

Collecting, aggregating, and mining data provides marketers with the insight necessary to form strategies and predictions around future campaigns and behaviours. In order to visualise a clear picture of marketing operations, marketing teams must be able to view past and present data, and any potential future predictions 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 analyse huge data sets with little to no manual work. Marketers are free to use their precious time to create 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 that lacks unwavering confidence in a platform. Here are three awesome data-driven marketing examples that everyone, no matter the industry or organisation size, should be using right now.

 

1. Create Exceptionally Personalised 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, personalised 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 each consumer.

Once marketers have a broad spectrum view of their ideal consumer base, they can drill down to analyse consumers on an individual level, honing in on personal, customised interactions. It’s at this crossroads of big data and personalised engagement that marketers will find the sweet spot. A data-driven marketing strategy uncovers connections and helps marketers develop proactive action plans to maximise 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 placed an entire world of opinions, options, and noise in the palm of the consumer’s hand. Marketers can break through this noise with personalised content, but how do they even know which is the best channel to start connecting with consumers in the first place?

Machine learning platforms and AI marketing solutions can scan huge data sets without the incredible amount of time and resources that would be required to do the same work manually. 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 progressive. Without access to data that is essentially scoring campaigns, strategy, and initiatives, marketers are left without a clear direction.

Detailed insight into consumer behaviour, 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 customers an exceptional buying experience. 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 balance.

 

Final Thoughts

For e-commerce marketers at organisations 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 personalised engagement.

 

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

 

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