Today, we can all recognize the importance of working with an actionable data strategy. Here we are not just talking about quantity, what is relevant is having actionable information that will help us move our business decisions. This is especially true when it comes to marketing, a field that is heavily influenced by consumer behaviour. In this article, we’ll take a closer look at what data-driven marketing really is, how it can help your business, and why you should consider it as part of your overall strategy. Let’s start.
What is data-driven marketing?
Data-driven marketing is the set of decisions and strategies created after analysing Big Data of consumers extracted from the client and from third parties (market and industry reports). In other words, data-driven marketing is a strategy that organizes, processes, and uses the vast amount of information you have about your customers to gain valuable insights about them.
Its objective is to understand consumer behaviour in detail in order to design more precise and results-oriented digital marketing actions. Thus, Data-Driven Marketing only stores the data relevant to your business with the aim of guiding digital marketing actions to meet the increasingly complex needs of customers and retain them.
How can it help your business?
1. Customer orientation Companies can take advantage of the growing amount of information to create a unique experience for their users. Data-driven marketing is inherently a customer-oriented strategy as all the information on which decisions are made comes directly from customers. It indicates what to do to personalize content, define communication channels, launch loyalty campaigns and, ultimately, satisfy customers.
2. Increase ROI By understanding the needs of your Buyer Persona you can plan and execute more focused marketing actions on a strategic basis. Consequently, by making efficient use of your resources, you optimize your results and obtain a higher ROI. Having a solid foundation to objectively identify the strengths and weaknesses of your strategy allows you to make the necessary adjustments to reach your customers at the right time and with the right message.
3. Streamline the decision-making process Hard data guides future decisions, thus saving time wasted on subjective discussions.
4. Predict the results of your marketing campaigns When this is integrated with other developments like machine learning, past and present trends can be used to predict consumer behaviour through predictive modelling.
5. Identify the right content to achieve greater visibility. The data also shows you your most visited content and your most effective channels. You can then target your entire content marketing strategy towards the topics that interest you and distribute them on the channels chosen by your users to expand your reach and attract new audiences.
Why work with data-driven marketing?
As we explained before, it is important to know that the benefits of data-driven marketing are above all for the customer. When you know your target audience, you can reach those who are really interested in what your company offers. This, in turn, allows the creation of personalized campaigns according to the customer journey, which naturally leads to better results.
By collecting actionable data insights, marketing teams can target specific consumer behaviours — for example, where and when they use social media or even what type of content they react to — and use that information to ensure that your product has a chance to reach them.
At Rootstack, we can help you harness your data by crafting an effective data science strategy that leverages business intelligence and machine learning capabilities. Let’s get started on your strategy today!
