Data-Driven Marketing: How To Apply It

For data-driven Marketing, you will invest in software, tools, and methods that enable the collection, storage, processing, and interpretation of raw data and then transform them into valuable information.

But just having them is not enough; it is essential to know how to organize them and activate them to be used in your strategies. Do you know how to take advantage of the data available to your company?

What Is Data-Driven Marketing?

Using a direct translation, we can define data-driven marketing as marketing driven by data; that is, making strategic decisions and obtaining insights based on the data generated daily by the more than 75 billion intelligent devices people use. Worldwide.

This data can be obtained from interactions, social media habits, and purchases to online search data. Thanks to modern technology, companies can know and understand their consumers like never before.

A few years ago, it would have been impossible to think of quantifying and analyzing consumer behavior through data, but today this is the reality. Therefore, data-driven marketing has become essential for companies that aspire to be at the top in their business areas.

Know, however, that data-driven Marketing goes beyond adopting new tools, such as BI (business intelligence) solutions: it involves cultural change, process review, and acquisition of new knowledge.

Even with real and accurate numbers, without the data-driven culture, it is common for decisions to ignore information and give way to personal preferences. People try to influence what they like best or know more about, which is the opposite of data-driven.

For example, a professional who dominates Instagram but has no skill with Linkedin tends to encourage using their preferred media, Instagram in this case. Or simply because he has sympathy with some media, he believes that the target audience has the same behavior and makes this channel the center of the digital strategy. Data-driven Marketing avoids this type of risk.

What Is The Difference Between Traditional Marketing And Data-Driven Marketing?

To visualize the differences between traditional marketing and data-driven marketing, imagine the following situation: for management, the sector’s goal in the quarter is to increase sales; to draw up a good action plan, it will be necessary to refer to the history of actions, monitor reports and data sheets generated by tools such as CRM, Facebook Ads, and Google Analytics, analyze this information and, from there, make a bold decision about the strategies to be used, such as choosing a communication channel with the target audience.

In this scenario, would the campaign planner choose to invest team efforts in producing a billboard, or would it opt ​​for email marketing? In traditional marketing, choosing both options to reach more people could be an option. They would be achieved, but would there be results? In data-driven marketing, data on the target audience would be visible. They would already help to choose not only the channel but also guide how and when to talk to that consumer, and it would also allow adjusting the strategy throughout the campaign.

Why Invest In Data-Driven Marketing?

One of the main reasons to invest in data-driven marketing is to guarantee better results based on decision-making based on data analysis and no longer on experience or intuition.

The management of your campaigns will be entirely scientific, based on reliable information and robust analytical systems. The solutions will be automated and use artificial intelligence; that is, the machines do the analysis work while you worry about creating strategies. However, it is essential to point out that no matter how sophisticated the reports are, the data does not speak for itself. It depends on human intelligence to correctly interpret the information and apply it to the business. You and your team must do an excellent job with the data obtained.

Also Read: Digital Marketing For YouTube: 7 Tips

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