Data-driven marketing

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

In my books, I define data-driven marketing as:

Using insight about customer profiles, preferences and interactions with a brand to increase the relevance and effectiveness of marketing communications through research, data analysis and personalization of messages to customers and prospects.

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.


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.