The Data-Driven Marketing concept is nothing more than the name itself says, data-driven marketing. Data-Driven culture marketing has the data as the primary support for targeting your actions, making decisions, and measuring return on investment (ROI).
Data-Driven Marketing uses not only the superficial data of digital marketing, but also more complex and unstructured data, such as consumer behavior.
The purpose of this article is to explore the concept of Data-Driven Marketing, showing its importance, what has changed with the arrival of this methodology, what are its main advantages and what you should do to start with this practice in your company.
What is the purpose of Data-Driven Marketing?
Data-Driven Marketing makes the marketing investment of the companies fully optimized and get maximum use, for example, if the data says that a channel of disclosure does not work for a certain company, then that company will no longer invest in that channel . Or it will take some action to change strategy and test again.
Data-Driven Marketing goal is to eliminate the "schism" that still exists in the marketing of many companies (and even agencies) by collecting data from a variety of sources and using them as a guide for decision-making in their action plan.
What has changed with Data-Driven Marketing?
Since the popularization of digital marketing is already much talked about in measurement and data analysis, but then what has changed with the arrival of Data-Driven Marketing?
In conventional digital marketing, the analyzes performed are called diagnostic analyzes, that is, it is about analyzing data from the past to evaluate the impact that specific campaigns caused after the execution of the action.
Data-Driven Marketing goes even further. In addition to the diagnostic analyzes, which are essential for evaluating any action, it also covers predictive analyzes, which are internal and external data-driven analyzes that are totally focused on insights, predicting future scenarios and making timely decisions if necessary.
Another very important point when talking about Data-Driven Marketing is that the consumer always remains the center of the strategy. The actions are much more targeted and the delivered messages are extremely relevant and personalized, developing the best customer experience, or Customer Experience (CX).
Data-Driven Marketing and the Consumer Experience
By 2020, the entire Customer Experience (CX) journey is expected to be 100% managed by marketing managers (CMOs), and for that to happen, greater understanding, monitoring and management of data is required , which only tend to grow every day.
When we have detailed consumer data, not only your demographic data, but mainly data about your behavior in real time, we can guide you on your journey, making it go exactly the way we plot.
With this, the strategy becomes more efficient and advantageous for the company, which does not waste time or money impacting the wrong people or the right people at the wrong time. And it is also much more interesting for the consumer, who receives a kind of "special treatment" with personalized messages at the right time within each step of the shopping journey.
Posted on July 26, 2018 at 01:45 PM