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