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.

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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