How to Develop a Data-Driven Marketing Strategy

by Shawn Deny Internet Marketing Manager

Developing a data strategy is not a new discipline for marketers. For decades, marketers have been collecting and analysing data to devise and execute more relevant marketing campaigns.

While database marketing was historically viewed as a distinct marketing function, it has transformed into an all-encompassing marketing function in recent years.With predominant data science operations, marketers are now using customer data to drive key marketing decisions. This has given rise to the need for a robust data-driven marketing strategy to ensure that companies capitalise on the big data opportunities, while meeting their customers’ needs.

Here is a look at how you can become a data-driven organisation and make the best use of data resources for long term growth and success.

Set Goals

Start by assessing how data driven you are as an organisation. It is essential to identify your current data needs, available data sources, and the usage of existing resources. Besides this, determine your current goals and know how your existing data program is contributing to achieving them.

Once you know how data is driving your key marketing decisions, you may set future directions for your organisation.Knowing what you want to achieve may set you on the right path to devise a data-driven marketing strategy.

Collect the Data

Collecting the right data may determine the success of your marketing campaign, which might ultimately affect your bottom line. Depending on your needs, you can collect your customers’ personal information, data about their buying habits, what products they prefer the most, what pages they visit frequently, etc. Choosing the right information can provide you with the right insight into your customers’ preferences, thus improving your decisions.

Modern consumers are becoming less patient with businesses that are less convenient to deal with orare inefficient. So, it is a good idea to automate your data collection process to gather firsthand data without disrupting a positive customer experience.

Analyse the Data

Data alone cannot form a marketing strategy. Once you have customer data, you need to get a detailed customer insight to drive future marketing campaigns.An analysis can help marketers develop buying personas to create single customer views (SCV), stating who their customers are, what they often look for, what they like to buy, what influences their buying decisions, and what interests them. This may provide marketers with a holistic view of their customers to develop a marketing strategy.

One way to simplify your customer data analysis is by using automated consumer profiling tools that can deliver greater accuracy for more effective marketing campaigns.

Create Customer-Focused Marketing Campaigns

Once you know your customers, develop a plan around their personas. Offer them well-targeted messages that match their needs. Moreover, ensure that they get optimal customer experience across all channels and through all stages of the buying process.

It is a good idea to incorporate technology, such as data management automation across all channels to ensure that your customers get relevant and personalised communications.

If you are looking to develop a data-driven marketing strategy, visit DataTools to learn about the company’s high-end customer data management tools. For more details, contact them now!