Data-driven marketing

The concept of Data-driven marketing highlights a focus on improving customer effectiveness through a combination of market research, data analytics and business intelligence.

The increased amount of information available through digital media and technology available from marketing across the customer lifecycle has increased the prominence of data-driven marketing in recent years.

Modern data-driven marketing techniques include:

  • Market research about the marketplace
  • Customer research to understand about customer profiles, motivation, behaviour and opinions
  • Digital analytics and conversion rate optimization
  • Use of Artificial Intelligence and Machine learning to deliver more relevant propositions and communications

Analysts Forrester favour the term insight-driven business.

About

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.

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.

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