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What is Data driven marketing? 10 example and data driven marketing case studies and example

February 2, 2019   |
   Madhan Raj

Do you want to know some more effective ways to use the data that your marketing team has been collecting?

Yes?Voila! You’re in the right place. The technique is data-driven marketing through which you can more effectively use the collected data for your business. The objective of this post is to make you aware of this amazing method of data-driven marketing with ten examples and case studies for your understanding. So, keep on reading the entire post.

What is Data-driven Marketing

Data-driven marketing is a wise strategy for using client information for more targeted media buying plus creative messaging. Actually, this technique is among the transformational changes in the world of digital advertising even happened. We all know that how much it’s cumbersome to extract data of each and every customer added with huge investment for the employers. So, won’t it be incredible if the collected data can be used in a more fruitful way? Surely it is! Who doesn’t want to get more results?The increasing quantity and quality of marketing data have become possible for the awe-inspiring growth in today’s technologies. As a result, the mar-tech and ad-tech fields have successfully enabled personalization of every individual aspect of the marketing experience.

Data-driven Marketing stats

It’s worth noting that today 64% of marketing executives strongly admit that data-driven marketing technology is vital to get success in the contemporary global economy. But, surprisingly, only a couple of companies have become able to fully control the data whatever they collect and they are also successfully using data in effective creative campaigns. So, data-driven marketing can be a wonderful opportunity for you to increase your customer base. With the data-driven decision-making strategy, you’ll get the answers of who, where, when, and what and convert their answers into actionable steps. Many times, the utilization and activation of data, in an automated and semi-automated way enables an incredibly more optimized media plus creative strategy. Moreover, this people-first marketing technique is more personalized. It’s also responsible for having significant ROI for marketers.

Why Data-driven Marketing?

Data-driven marketing has recently become a preferred topic, as big data is rapidly growing day by day. The world is changing constantly and so you should implement the data-driven techniques as early as possible because these strategies allow more fruitful ad targeting and progressive profiling for incredible marketing growth in today’s modern world. This marketing technique also helps track plus optimize your marketing campaigns, analyzes the state of your brand, and provides information regarding new content along with marketing collateral that can connect your audience. Not sure how to implement data-driven techniques? It’s alright, you’re not the one. It’s obvious to face difficulties in implementing any new approach in your marketing department gaining confidence in it. Now, let’s check out seven incredible data-driven marketing examples and three case studies that your organization can start implementing now, irrespective of the type and size.

Seven Examples on Data-driven Marketing:

Data-driven Marketing example#1: Create Outstandingly Personalized Content and Campaigns:

Today’s consumers have become tech-savvy and they are well familiar with the tricks and techniques marketers use to capture their attention throughout different channels and platforms. So, if you’re serious about your business and want to grow it with the passage of time, you have no other option but to deliver exceptionally spot-on, customized contents to initiate long-lasting, value-based one-to-one relationships. Nonetheless, the detailed insights extracted from marketing technology platforms are greatly helpful in creating a holistic, singular picture of your consumers. A data-driven marketing approach is able to uncover connections and assists marketers make proactive action plans to improve customer conversation plus engagement.

Data-driven Marketing example#2: Catch Customers in Real Time:

Apart from being extremely tech-savvy, today’s buyers like to be constantly connected. Smartphones have transformed the internet world and it results in more connected customers with an increased number of opinions and reviews in a blink of eyes.  But you can become a center of attention of this buzzing with personalized contents. It’s an art of start making connections with consumers in the first place. AI marketing solutions and machine learning can scan massive data sets without a lot of time and resource investment, otherwise needed in manual intervention. The best part is that these platforms can easily identify where audiences are devoting most of their time (I.e. certain apps or social platforms etc.) or where prospects are more likely converting into sales (a website or a social ad). This particular workflow works with automated messages or contents that are generated based on particular consumer profiles plus data-backed analytics. From now onwards, you and your marketing team don’t need to worry about missing any important aspect, as data-driven marketing strategy works to wipe out all these possibilities.

Data-driven Marketing example#3: Make Wise and Informed Decisions:

It’s very important to have thorough insights into what’s working and what’s not to making a successful marketing team and moving them forward. But, without accessing proper data, marketers can’t have a clear idea as well as direction. Your marketing team needs to collect a thorough insight into customer behavior, engagement plus responses to make wise, informed business decisions as well as operational choices. Knowing the reaction of each and every consumer to some particular messaging is essential for marketers, who want to deliver an exceptional buying experience to their customers. In a nutshell, the buying journey of customers should be smooth and free of bumps or issues but still, this journey should maintain a one-to-one engagement with your brand. Want to know the secret weapon to achieve it?It’s big data.

Data-driven Marketing example#4:Retargeting Audiences:

Nowadays, consumers are continuously switching from one device to another and from one platform to another. Whenever a customer browses or purchases on a website, you can start targeting them irrespective of their online location. Do you know what does retargeting mean?It’s the term used whenever a brand makes use of data-driven advertising in order to target a potential customer who has been already moved on to other pages and possibly to even your competitors and provides them with a gentle reminder of what they were searching for your brand’s website. You can retarget ads on other websites, such as social media sites and this technique is especially significant while a potential customer added to cart but not checked out. Thus, you can remind them about what they have left on your site. According to most of the marketer, retargeting is a vital element of data-driven strategy. However, by making use of available data, your marketing team can leverage marketing technology to provide the customers with hyper-relevant offers.Suppose, a customer purchases a mixer grinder, now, a retailer could use this buying data retargeting to offer that customer additional kitchen products, such as juicers, bowl sets, dinner sets, and so on.

Data-driven Marketing example#5: Data-Driven Advertising:

Whenever you include data-driven advertising within your comprehensive marketing strategy, you can literally reach any contact online regardless of their location. Utilizations of data insights plus marketing automation solutions can design hyper-targeted smart ads for improving retention, reach, and ROI. A proper set of data will also help you in gaining incredible precision by identifying and choosing individual contacts to achieve specific content that holds the highest potential of encouraging them to convert. As a brand, you can start using data for developing major marketing tools, such as social profiles plus other online data that enables marketers to design smarter yet more effective ads, resulting in higher conversions rates.

Data-driven Marketing example#6:Data-driven Email Marketing

As a brand, it’s critical to know the importance of email marketing in business. Moreover, email marketing makes a large part of marketing strategies of most of the marketing strategies. By properly focusing on data, your marketing team can easily create email marketing plans, resulting in a higher level of personalization to each and every customer.Want to know the best way to build long-lasting relationships with your target audiences?It’s the creation and delivery of contents based on the specific preferences of your customers. And data-driven email marketing is the smart way to do that. It signifies that the right message is delivered to the right person and at the right time.

Data-driven Marketing example#7:Paid Search Optimization

With the advancements in the digital world, customers can now quickly access information than ever before. Today, people are hardly interested in anything other than for what they are looking for in search engines and social media platforms. That means if you can predict audience’ queries beforehand, you can get access to an incredible piece of knowledge.Moreover, with the optimizations of paid searches, your marketing team can analyze which keywords your target audiences are searching. Nonetheless, these keywords are more likely applicable to your competitors. What’s next?Your marketing team should use that data to make better content for your customers, optimize it for search and thus it’s possible to drive more and more valuable traffic to your website. The above examples are just some few ways to show how data-driven marketing has transformed the way in which marketers analyze big data. And the flourishing of new channels, platforms, and tools, the creation of a successful data-driven approach has made it easier for marketers to stay connected with their target audience.

Three Data-driven Marketing Case Studies:

Data-driven Marketing Case Study#1: GreenPal Makes Use of Demographic Data in Campaign Planning

It’s a clear example to show that not all data utilization needs to come from internal data collection. Suppose, you want to upsell the latest product to your most valuable customer base and maybe you have some data for that particular base, collected in-house. Nonetheless, there will be always some missing details because you might not completely find out that segment’s local weather patterns or their spending habits. And it’s the exact type of problem that GreenPal (a lawn care services provider) undergoes while marketing a new product to their consumers. After operating a successful AdWords campaign within the metro Nashville area, the particular company looked for optimizing and improving their conversion rate by the addition of more contextual information. By making use of the publicly available data, they found out, homeowners in East Nashville that was comparatively a new and upstart lower-middle class community was considerably price-sensitive, as compared to other demographics within that particular area. And then they simply targeted zip codes for those localities and started running particular ads that specified as the cheapest lawn care solution in that area. As a result, they got more than a 200% boost in click-through rate as well as a 30% boost in on-page conversion rates.

Data-driven Marketing Case Study#2: DirecTV Partners With USPS for Targeting New Movers:

You can take another incredible example of data-driven marketing from DirecTV. Along with discovering new ways to get connected with customers who weren’t signed up for a television plan, this particular company excelled in one particular market – people who have recently relocated to a new location and so haven’t signed up for a television plan.

Data-driven Marketing Case Study#3: OKCupid Makes Use of Dating Data to Create Interesting Content

Being one of the largest dating websites in the world, OKCupid houses a plethora of demographic information from their users. Moreover, they publish thoughtful user data on their blog on a daily basis and thus they are attracting lots of attention. Nonetheless, the attraction to their data plus relationship-related data is not for their users only, this company has been attracting non-users as well.

Wrapping Up

If you think data-driven marketing strategies would change your business overnight, then it’s a wrong perception. You need to make use of these marketing strategies in the amalgamation of the correct technology and creative, powerful campaigns that would connect your data to real-world problems, connecting with your audience. I hope the data-driven marketing examples and case studies of this post will help you implement proper strategies in your business as well. Each and every marketing organization holds different specific requirements; however, all of them look for solutions around creative, media, and data. Your responsibility is to find out the correct combination so as to enable your data-driven marketing strategy. So, it’s high time to harnessing your collected data and making use of it to empower your upcoming marketing campaigns.
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