Data-driven marketing

Data-driven marketing describes a mindset or a culture of how insight is used within a business.

It includes harnessing the many different formats of data that are available today including:

  • Customer data including profile information and research about their characteristics and preferences
  • Digital analytics data available from services like Google Analytics which shows behavioural information
  • Marketplace information about competitors that can be used for competitor benchmarking

To adopt data-driven marketing requires that senior managers:

  • Recognize the importance of insight and data in decision-making to improve marketing activities
  • Communicate the importance of using insight to decision making to staff to encourage the mindset
  • Define processes to encourage the use of data to inform decisions, for example, regular monthly reviews and post-campaign reviews. Unless time is ring-fenced for this
  • Invest in the tools and training needed to improve analysis skills


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my mainĀ Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.