Data-driven marketing: data to accelerate business results

Data driven marketing is a new methodology that is revolutionizing companies, minimizing the risks of investing in campaigns that don't work.

The digital transformation not only changed the way society relates to the world, but it was also the turning point (or “turning point”, in Portuguese) for the transition from traditional to digital marketing .

Data driven marketing aims to better understand and engage customers through quantitative data and analysis. But, if there are still doubts about how data science can take marketing to another level, we will explain everything about this strategic approach.

Good reading!

Why is data driven marketing so popular?

A few years ago, it was practically impossible to quantify and analyze consumer behavior. Today, we live in a completely different reality: it has never been so common to analyze metrics , explore information and track marketing results .

In an increasingly competitive and complex environment , customer understanding has changed, communication channels have expanded and data has become an extremely valuable resource .

Now, marketing teams can be smarter , create personalized experiences , create more objective campaigns and, ultimately, accelerate business results . All of this is only possible due to data driven marketing.

What is data driven marketing?

Data-driven marketing is when we apply data to marketing strategies to accelerate the growth of companies and generate a greater return on investment (ROI).

Here at Indicium , we believe that a clear and concise data strategy is crucial to business success . And our data driven marketing was born precisely to connect our expertise in data science with the most advanced offline and digital marketing strategies .

Our methodology is 100% data driven , that is, we use internal data and the main sources of market information, such as big data and statistical data to predict needs, desires, future behaviors and much more.

Why choose data driven marketing?

Using data in data driven marketing can generate and convert more leads . It is no coincidence that 61% of global service providers are increasing investments in data science and analytics .

The extraction of large volumes of data combined with intelligent analysis opens up a horizon of opportunities not covered by conventional marketing. Companies that use data strategies for marketing have the following benefits :

• Greater understanding of the target audience: crossing internal data with big data reveals powerful insights so that companies have a clear view of the market and their target audience. 360º understanding allows the creation of customized and specific campaigns, which naturally generate better results.
• Personalized communication: it is a fact that customers want to feel unique. With data driven marketing, it is possible to understand their desires and, thus, personalize communication and reach the target audience with the right content at the right time.
• Choosing the right sales channels: data reveals market preferences and also suggests which channels should be used to communicate and engage the audience objectively. This information is extremely important in today’s omnichannel environment .
• Better performance and more business results: companies that implement data driven marketing have seen a 10% to 20% improvement in their ROI .

Not to mention that data driven strategies offer an overview of the present and the future through dashboards and BI monitors . With this, companies can make decisions in real time , work on monitoring and optimizing campaigns , and even adjust efforts ensuring a high conversion rate and greater ROI in marketing and sales .

The benefits don't stop there, but there are still many challenges. Data driven marketing strategies   depend on testing, interaction and joint efforts . This involves a complex process that requires time and qualified people, prepared to extract the best from the technologies available on the market.

How to create a data driven marketing strategy?

Implementing a data driven marketing strategy is not as easy as it seems. Want to know why?

The answer lies in time and labor. After all, extensive data science work needs to be done first.

And there's no point dedicating organizational efforts to collecting data if teams don't know what to do with so much information. To implement an effective strategy , it is necessary to have a robust structure , capable of extracting, organizing and analyzing your data.

In practice, this can all be challenging, but it should not be a cause for concern! Indicium is prepared to help your company overcome these barriers.

How does the efficient data driven marketing process begin?

Before starting to design a data driven marketing strategy , you need to think about how to achieve:

• the right audience
• on the right channel
• with the right information
• at a cost that guarantees a positive return on marketing investment.

To do this, we follow the 4 steps of the Indicium method . Check out!

UNDERSTANDING

In the first phase, we worked on market mapping and customer segmentation to understand the segments with the greatest potential.

To do this, we use data extraction processes stored in different sources, such as spreadsheets, CRM (customer relationship manager) systems, etc. We then apply advanced techniques to clean, transform and analyze this data.

PLANNING

Next, we begin to define data driven marketing strategies using segmented customer profiles to outline similar profiles as targets for advertising strategies.

Furthermore, we evaluate the best channels to reach each audience, with their appropriate investment needs, deadlines and much more.

RANGE

The third phase is focused on executing strategies based on what was defined in the planning phase and, depending on the customer and product profile, may involve:

• online advertising strategies
• e-mail marketing
• social media
• inbound marketing
• traditional media, such as TV, radio and outdoor

All these initiatives must be measured through big data and statistics .

ASSESSMENT

The last part happens together with the third phase, which is outreach . At this stage, the results obtained are measured based on marketing initiatives. It is a crucial step that allows for process optimization and real-time decision making .

The time to adopt data driven marketing is now

As we have already mentioned, data is a fundamental resource in the digital era and data driven marketing cannot be left out.

With the volume of information created daily, it is finally possible to have a 360º view of your target audience, outline personalized strategies , improve customer experience and accelerate your company's marketing.

If the data driven marketing strategy is not yet present in your daily life, your company is behind. So, this is the next step to be ahead of the market.

Click here to find out how we can help revolutionize your company .