Beyond the headlines: data-driven marketing

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In the run-up to the rollout of GDPR, everyone is talking about data and how it is used. You’ve probably already received an influx of emails from various sites and companies you have shopped with or contacted in the past explaining that their privacy policy is changing, for example.

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.

Following the success of our North East event back in March, the latest instalment in our Breakfast Seminar series will see us joined by Microsoft’s Search Manager Sophie Sarin and PwC’s Senior Manager Ross Foley. With each speaker tackling a key data development from marketing to artificial intelligence and cyber security, this is an event that’s not to be missed. Register your spot here or fill out the form below.


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