The benefits of data-driven marketing for marketers

Trevor Testwuide, Expert in Business Strategy and Marketing Measurement

Published 12/08/2022

As a marketer, you must reach your target audience and deliver a compelling message about your brand or product. While some marketing requires an intuitive understanding of people and emotions, using specific, data-driven feedback can help you elevate your marketing strategies to get better results. 

Learn the benefits of data-driven marketing for marketers and how Measured can support your efforts and increase sales.

Data Driven Marketing

What is Data-Driven Marketing?

Data-driven marketing is the use of data to inform marketing decisions. 59% of marketers cite faster decisions as a benefit of using data. This data can come from various sources, including customer surveys, website analytics, and sales data.

By analyzing this data, businesses can gain valuable insights into customers’ needs and wants, identify areas where marketing efforts are falling short, and track the effectiveness of campaigns over time.

Recently, data-driven marketing has become increasingly popular as businesses rely more on data analytics to guide their decision-making. This trend is driven by the growing availability of data, the declining cost of storage and computing power, and the ever-improving accuracy of predictive analytics. As data-driven marketing becomes more commonplace, we can expect more businesses to use data to drive their marketing efforts forward.

 

What are the Benefits of Data-Driven Marketing?

Data-driven marketing offers marketers multiple benefits, including a higher ROI, better marketing efficiency, and improved customer insight for increased sales.

Increased Return On Investment

Data-driven marketing can help increase your marketing ROI by allowing you to target your audience better and track your results. This approach enables you to monitor which campaigns are working and which are not and use the information to adjust your marketing strategy accordingly.

More Efficient Marketing Channels

Another benefit of data-driven marketing is that it can help you allocate your marketing budget more efficiently. By understanding which channels are most effective for reaching your target market, you can focus your spending on those channels and reduce your spending on less effective media.

For example, you may discover through data tracking that TikTok helps you reach more customers than Facebook, making it a better marketing space.  

Improved Customer Insights

Data-driven marketing also provides in-depth customer insights that you can use to improve your products or services. Understanding your customer’s needs and wants allows you to make changes to your offerings, leading to improved customer satisfaction, loyalty, and increased sales. 

For instance, data might show your customers prefer chat features on your website or a streamlined ordering policy. With this information, you can change your site to meet their needs. 

Greater Personalization

Data-driven marketing also allows for greater personalization of your marketing messages. Knowing details regarding your target market, such as age, gender, education level, response rate, and other factors, helps you create more personalized messages that are more likely to resonate with them.

This personalization can lead to improved customer engagement and lead conversions.

Increased Sales

The purpose of marketing is to convert interest and engagement into sales. Data-driven marketing tools can increase sales by allowing you to target your audience and create effective marketing campaigns that get conversions. For example, data may tell you the best time of day, week, or year to run an ad. It can also tell you the exact age group or demographic to target and on what platform. 

When done correctly, data-driven marketing can provide a significant return on investment and help you to achieve your business goals.

Brand Tracking Best Practices

How Do You Create a Data-Driven Marketing Strategy?

Creating a data-driven marketing strategy requires looking at your marketing data in a whole new way. You must be able to identify the right insights and trends and then use the data to inform your decisions. In a rapidly changing market, this can be a challenge. 

One of the most important things to keep in mind is that you need to be constantly testing and tweaking your strategy. Data-driven marketing trends can change quickly, so it’s crucial to adapt your approach on an ongoing basis. This means having a flexible budget and being willing to experiment with new ideas. Testing different strategies can be a lot of work, but the rewards are worth it. 

Hyper-Personalization

Hyper-personalization is a data-driven marketing strategy that considers each customer’s individual preferences. Businesses can use data analytics to identify trends and target specific customers with personalized messages. This strategy has been shown to be effective in increasing customer engagement and loyalty. 

Brands can use data to inform AI programs to provide personalized product recommendations or unique discounts on-site. For example, a retail website might use the program to display companion products to items already in a customer’s cart. 

Moving beyond real-time hyper-personalization, data-driven marketing also enables companies to employ predictive personalization. This approach uses customers’ past purchasing and browsing history to predictively promote products that customers may want in the future. 

Predictive Data Analysis

In the past, companies based strategic decisions on intuition and experience. However, with the advent of big data, businesses now have access to vast amounts of information they can use to fine-tune their marketing strategy. 

Data-driven marketing with artificial intelligence aids predictive analysis by analyzing past customer behavior. It allows businesses to make more informed decisions about allocating their marketing resources. 

As a result, marketers can target their efforts more effectively and ultimately generate more sales. While predictive data analysis is not a silver bullet, it is an essential tool for any business that wants to stay ahead of the competition.

Data-Oriented Budget Optimization

Data-Oriented Budget Optimization is a data-driven marketing strategy that looks at past performance data to measure the effectiveness of digital and offline channels. This approach also accounts for outside factors to help you optimize the funds you spend on marketing efforts. 

Multi-touch attribution is a critical component of this strategy. It uses individual-level data from pinpointed channels to calculate and assign proportional credit to marketing touchpoints along the consumer journey. 

This method enables marketers to optimize campaigns using the most accurate, up-to-date metrics. This strategy can be highly effective for marketers looking to optimize their spending and get the most out of their campaigns.

Why is an Understanding of Data-Driven Marketing Critical for Marketers?

In today's business world, data is everything. Analytics allow businesses to track customer behavior and preferences, identify trends, and suggest data-driven marketing solutions accordingly. Without an understanding of data-driven marketing, companies risk making decisions based on incorrect or outdated information. 

Data-driven marketing is critical for marketers who want to stay ahead of the competition and ensure their campaigns are as effective as possible. With analytics, businesses can make informed decisions based on customer needs and preferences, resulting in more successful marketing campaigns.

Double Down On Your Data-Driven Marketing Efforts With Measured

Measured’s Marketing Data Warehouse (MDW) is a powerful data-driven marketing analytics platform that can help you understand your marketing data, identify trends and make better decisions for your business. 

The MDW inputs, unifies, and stores data from across your business, giving you a complete picture of your marketing efforts. With our platform, you can track the performance of your marketing campaigns, analyze customer behavior, and measure the ROI of your marketing spend. 

If you’re looking for a way to improve your marketing analytics, our MDW platform is the perfect solution for your digital brand. Contact Measured today to book a demo.

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