Data is one of the most valuable resources an organization can have. But just having them is not enough, it's important to know how to organize and activate them to be used in your strategies.
Do you know how to take advantage of the data that is available to your company?
A Amplifica Digital shows here what data-driven marketing is and how to use it in your strategies. Enjoy reading!
What is data-driven marketing?
Using a direct translation, we can define data-driven marketing as data-driven marketing, that is, making strategic decisions and gaining insights based on the data generated every day by the more than 75 billion smart devices that are used by people. Worldwide.
This data can be obtained from any interactions, from social media and shopping habits to online search data. Thanks to modern technology, companies are able to know and understand their consumers like never before.
A few years ago it would have been impossible to think about quantifying and analyzing consumer behavior through data, but today that is the reality. Therefore, using data driven marketing has become essential for companies that aspire to be at the top in their business areas.
Know, however, that data-driven Marketing goes beyond adopting new tools, such as BI (business intelligence) solutions: it involves cultural change, review of processes and acquisition of new knowledge.
Even with real and accurate numbers, without the data-driven culture, it is common for decisions to ignore information and give way to personal preferences. People try to influence what they like or are most knowledgeable about, and this is the opposite of data-driven.
For example, a professional who masters Instagram but lacks skills with Linkedin tends to encourage the use of his or her preferred media, Instagram in this case. Or simply because he personally likes some media, he believes that the target audience has the same behavior, and makes this channel the center of the digital strategy. Data-driven Marketing avoids this type of risk.
What is the difference between traditional marketing and data-driven marketing?
To visualize the differences between traditional marketing and data-driven marketing, imagine the following situation: for the management, the sector's goal for the quarter is to increase sales, to draw up a good plan of action it will be necessary to resort to the history of actions , monitor reports and data sheets generated by tools such as CRM, Facebook Ads and Google Analytics, analyze this information and, from there, make an assertive decision about the strategies to be used, such as choosing a communication channel with the target audience.
In this scenario, would the campaign planner choose to invest the team's efforts in the production of a billboard or would they opt for email marketing? In traditional marketing, choosing both options to try to reach more people could be an option. They would be achieved, but would there be results? In data-driven marketing, target audience data would be visible and would already help to choose not only the channel, but would also guide how and when to talk to that consumer, and even allow adjusting the strategy throughout the campaign.
Why invest in data-driven Marketing?
For data-driven Marketing, you will invest in software, tools and methods that enable the collection, storage, processing and interpretation of raw data, to then transform them into valuable information.
One of the main reasons to invest in Data-driven marketing is to guarantee better results based on decision-making based on data analysis and no longer on experience or intuition.
The management of your campaigns will be fully scientific, based on reliable information and powerful analytical systems. The solutions will be automated and using artificial intelligence. Plus, the machines do the analysis work while you worry about strategizing. However, it is important to point out that no matter how sophisticated the reports are, the data does not speak for itself, and depends on human intelligence to correctly interpret the information and apply it to the business. That way, you and your team need to do a good job with the data obtained.
We prepared an e-book explaining what data-driven marketing is and how to apply it to your company. Click on the image and download the material for free!
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