Beyond the headlines: data-driven marketing
In 2017, marketers cited individual, data-driven marketing as their brand’s most exciting opportunity, but has growing public concern fuelled by negative press coverage hindered the development of data-driven marketing?
Data is essential to connecting with a target audience and achieving the levels of personalisation that users now expect as standard. As such, it is an essential component to the shifting marketing landscape. With this in mind, here are two ways marketers can use data to achieve their own marketing goals, while also minimising public concern.
Buy into browsing habits
As a digital marketer, you have a wealth of information at your fingertips thanks to Google Analytics and AdWords. Using these tools, you can collect and use information about how users are interacting with your site and current marketing campaigns.
For example, you can find out how users are reaching your site — are they arriving from Google or your social channels? — while also seeing which category, product and blog pages are most popular. Using this data, you can then build a profile of visitor intent, which will allow you to provide more personalised content in real-time.
Creating a single customer view
Depending on the size and scale of your business, you may have access to a range of different pools of information. For example, there’s the data collected from online and app users, as well as customer information from your stores and physical branches.
In the past, these channels have been treated as distinct and different, yet the success of data-driven marketing lies in successfully creating a single customer view. Doing so unifies your business perspective and allows you to deliver a more intelligent marketing strategy across all avenues. This will ultimately lead to an improved customer experience.
Of course, this is just the start of data-driven marketing and the many benefits it can offer. For a more detailed discussion of data and digital, join us on Thursday 7th June 2018 for our Edinburgh Data-Driven Digital Breakfast Seminar at Microsoft Edinburgh Offices from 8.30-11.30am.