Data driven marketing: why it is important

With the development of the Internet and digital environments, marketing has changed significantly due to the emergence of a key factor: data from interactions between customers and companies. With this, not only did digital marketing evolve, but new trends appeared, such as the one we bring you today: data driven marketing.

We can define data driven marketing as a strategy that consists of the practice of a series of techniques and tactics that employ an enormous amount of data obtained through interactions between customers and companies. The information provided by this data, after processing and interpretation, allows professionals to better understand the preferences, behaviors and purchasing motivations of consumers. Consequently, they are able to develop efficient marketing strategies. In other words, this trend uses data to improve marketing communications and the customer experience.

In the same line, thanks to the data collected from customers, marketeres are able to predict future goals and actions. This gives them a great advantage, as they can develop personalized marketing strategies, optimized on every level, based on accurate information.

In fact, a large number of companies are using interaction data to obtain user feedback on customer experience management. And as a result, such strategies bring very significant returns on investment (ROI) and support remarketing and retargeting techniques.

Data driven marketing is the basis of several communication strategies, both those that drive sales and those that build customer loyalty and enhance brand image. Let’s take a look at its most important contributions:

• Helps strategy in omnichannel marketing: today, customers tend to interact with a company or brand through multiple channels. Therefore, maintaining data sets for each communication platform does not make sense in an omnichannel marketing strategy. All channels should share with each other the data they obtain from customers in order to coordinate efforts across the board and reinforce tactics in the media that require it. In this sense, data-driven marketing drives data sharing across channels. If data is shared across all channels, interactions will be more seamless as prospects move from one medium to another.
• Use demographic data to design campaigns: Likewise, data driven marketing is key in the use of demographic data to plan campaigns. This category of data includes: age, gender, geographic location, education, income level, employment profile, etc. Such information can come from completed forms, social media accounts and their social media interactions, etc. Collecting much of this data on potential and active customers is important to obtain detailed customer profiles.
• Data driven marketing helps to personalize the customer journey: Undoubtedly, providing personalized experiences to consumers is an indispensable tactic for many brands. Implementing data driven marketing provides data that will allow you to drill down and offer a unique level of personalization, such as product recommendations, discounts and targeted messaging.
• It is indispensable for predictive target analysis: Predictive analytics employs Machine Learning and advanced statistical models for the purpose of analyzing customer data, identifying patterns and forecasting future behavior. This massive data collection allows you to create better profiles and monitor the behavior of potential customers with a higher probability of conversion.

As you can see, data driven marketing has become an almost indispensable tool for marketers. If you want to take advantage of all the benefits of data-driven marketing, Analyticae is the company for you. From Marketing Automation, to customer segmentation, to lifecycle analysis, among others, they’ll help you achieve an optimal performance of your campaigns. For more information, click here.