Every marketer uses data. That's fact! Whether you're analysing how many conversions your latest Facebook ad produced or checking how much web traffic your blog post generated. You use it and produce it!
So wouldn't it be a wise idea to invest your time in data. To make decisions based on numbers? That's what business is. Are your numbers down? What do you do differently? Numbers up? What did we do that's so amazing?!
Everyone is making data-based decisions, are you?!
What is Data Driven Marketing?
Data driven marketing refers to the marketing insights and decisions that arise from the analysis of data about or from consumers
Data is generated from your marketing campaigns. It's what you do after you've acquired the data that matters. For example, if your image heavy blogs have more visits than your image light blogs, create blogs with more images!
Why Should I Consider It?
'Data' sounds bland. Generic. It's too vague. Data is key customer information. And who doesn't want that?
When you collect customer information, you organise, analyse and translate it into a digestible format. You'll use that information to create actions for your next campaign.
Data Driven Marketing Infographic
Source: The Eye-Opening Truth About Data-Driven Marketing by Campaign Monitor
1. Making more data based decisions - Analytics, big data, business intelligence. Whatever you call it, businesses want to make decisions based on fact. And numbers give you facts. Data takes you to the source and is measured not observed.
2. Acquiring new customers - Collecting big data helps you acquire more customers. And the idea is, the more the better. Knowing 80% of your website visitors are male is a meaningful piece of data. Identify patterns, behaviours, and develop buyer personas to mould the customer experience.
3. Integrating data across platforms - Data doesn't exist in a vacuum anymore. So it's difficult to centralise clean, meaningful data. When you streamline your data it's easier to analyse and determine ROI.
1. Making data based decisions - Not all companies have the staff, resources or desire to make data based decisions. If your current method works, there's a resistance to try something new or enhance what you've got.
2. Creating a singular view platform - It's hard to pull in and centralise your data. Chances are you'll be pulling it in from various programs and software. You need to determine how your data should sync, what program to use, map it and refine it.
3. Data quality - 'Dirty data' can ruin your database. Making contact with the wrong client or pulling the wrong information in could ruin your campaign or make the results unreliable.
What Are The Best Channels to Collect Data From?
Social media remains the best channel to collect data from. Sites like Facebook have huge data sets from people that have been using it for 10 years, and are experts in targeting ads at users.
Websites and mobile apps are great for collecting customer information. This usually happens when the user submits information for something they want from the site. This method will develop as more companies become savvy to it.