Data-Driven Marketing is a working method that utilizes data collected through information processing technologies to understand customer needs, analyze their requirements, and offer personalized experiences.
It allows companies to improve brand communication through customer data obtained from various sources.
In particular, this information not only enables companies to discover opportunities to gain customers more quickly and create personalized experiences for them but also to increase their ROI (Return on Investment).
Considering, therefore, the link between traditional marketing principles and the resources of digital marketing available today, Data-Driven Marketing is a strategy to develop a tailored action plan to target and convert potential customers.
Through data, it is possible to obtain various advantages. For example, it can use the CRM (Customer Relationship Management) method to help marketers predict future customer behavior even more accurately.
So, “data” or information in digital marketing within a company or any activity offers the opportunity to establish and maintain relationships with potential customers and targets.
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How to benefit from Data-Driven Marketing
Today, all commercial activities can embrace Data-Driven Marketing. Thanks to software that is increasingly user-friendly and cost-effective, it is possible to obtain valuable information. For example, you can track visitors to your website, identify their sources, and create new opportunities to convert data into tangible results.
The main advantages of Data-Driven Marketing are:
- If you use various categories of customer data obtained through different digital analysis tools, you can create targeted messages and plan effective marketing strategies, directed at buyers who are already interested in specific services or products. Data-Driven Marketing specifically targets “active” buyers, with a high conversion rate efficiency.
- You can discover the best digital channels: With this information, you not only get to know your target audience better but also find the best channels to communicate with them. For instance, while Facebook was the preferred social platform for advertising in the past, nowadays Instagram is preferred, and in the future, it might be another social platform.
- Through data analysis, you can align with customer preferences and position your messages in the best promotional channels.
- Every user wants a personalized experience tailored to their needs. Therefore, marketers need to shift their strategy towards personalized marketing, which is achievable through data analysis. Initially, data will show you the target audience, and then “soft data” will enrich the communication between the brand and the customer.
What Data-Driven Marketing approach means
A Data-Driven Marketing approach means implementing strategies supported by data culture. Retrieving, analyzing, and understanding information is advantageous in various business areas, from production processes to capabilities, and marketing is the first starting point. Marketing has always had two main objectives:
- identify user needs and requirements;
- provide customers with what they want to purchase.
Both traditional and digital marketing enables you to gain an understanding of the target audience, identify and address customer needs, plan strategies to meet those needs, and study the market by making assumptions about the target audience. However, before the progress made in the digital field, companies wasted time and resources creating and implementing strategies until they found one suitable for achieving their business goals.
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Solutions to implement a Data-Driven Marketing strategy
Once you understand the purpose of Data-Driven Marketing, you might wonder: What data is needed to create a valid strategy?
Firstly, you need to observe and understand processes and behaviors and find the best way to measure and quantify them, identifying what is important for the company. For example: the number of users, average purchases, and the number of operations carried out by users on the site.
Once you have found useful data, you must collect, analyze, and protect them using a Data Strategy. So, to implement a Data-Driven Marketing strategy, you need to consider some elements and steps that can be helpful before starting the process. I’ll describe them below.
1) Set solid objectives
In digital marketing, before starting your journey to create a winning strategy, set specific objectives so as to tailor a plan on how to achieve them with good final results.
2) Collect and analyze the data
After setting the objectives to be achieved for your company, you need to identify which inf
You need to collect information about your customers. How can you do it? As a first step, analyze your objectives, and then consider what information could be useful for your marketing strategy.
Next, understand which tools are best for gathering the necessary data for your business. Here are some of them:
- Google Analytics
- Clicky
- Facebook Business Manager
- Google Tag Manager
- Hotjar
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3) Organize the data
At this point, you need to take two steps:
- decide on software for processing the information collected from various web channels, such as the website;
- organize the data.
4) Build a team
An organizational objective may be: to create a team that can help you collect, analyze, and act on data. When using data, you need a team with specific technical skills. So, build an experienced team that will control the process of analyzing the collected information.
5) Evaluate and track progress
Through Data-Driven Marketing, it is possible to constantly evaluate the results of marketing campaigns. This way, marketers can learn what is more or less effective and optimize and test it again. This will enable the marketing team to target the right audience and provide personalized experiences based on their needs.
Conclusion and Free Consultation
To conclude, through Data-Driven Marketing, it is possible to improve the user experience, creating an engaging strategy for any type of organization. By collecting various information, you can derive several benefits, such as:
- Knowing your target audience and therefore reaching the right users;
- Improving content marketing messages and advertisements. In particular, advertising messages can be;
- shown to those users for whom your offer may be relevant, adopting a personalized action plan.
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