Examples of Data-Driven Marketing
Having already established the importance of data-driven marketing in our post, Why Your Marketing Needs to Be Data Driven, it’s only right to expose the data-driven decision making that drives marketing success. Data provides the answers to your burning business questions. When translated correctly into valuable insights, data can empower you to make key decisions that could fundamentally improve the future of your business.
What on earth is data-driven decision making?
Data-driven decision making is when you put data at the heart of your business strategy.
Data is based on measurable goals or key performance indicators (KPIs) and is utilized to create and develop strategies and content that aims to benefit the business.
Data-driven decision making is important because it means you are equipped with the tools that enable you to create new opportunities to benefit your business. These tools (recommended in our Digital Marketing Toolbox for Beginners post) provide you with beneficial abilities such as to monitor the progress of your competitors, predict future trends, and analyze your target group’s demographics.
How to utilize your data in your decision making
Obtaining data is made easy with the digital tools that are made available to us. However, utilizing the data can be tricky if you don’t know who you’re targeting campaigns at and why.
Let’s explore how to approach and use your data to benefit your business.
Gather data wisely
Using data in your strategy plan lets you gain more context in your targeting. Demographic data, for example, helps you to gather information about the characteristics of your target groups, such as age, location, and gender.
With demographic data, you are able to establish various primary and secondary target groups – based on their characteristics. This will help you to understand the needs of the groups and how to market your next campaign.
Demographic data is great for running localized paid ad campaigns as content can be filtered to become very relevant to a specific target group.
Click here to see how GreenPal, a lawn services company, gather its data exceptionally to localize its messaging.
Convert organic and paid traffic
Whether it’s paid search optimization or organic, the data won’t lie. Gaining high traffic means nothing when it’s not being successfully converted into action.
Remember: when we talk about content, we mean both the messaging and the design elements.
Once you have your data, the ability to run A/B tests can be critical to performance optimization. Testing variations of your content eliminates the guesswork and identifies true customer behavior.
It all comes down to understanding the data and creating a better experience for your specified target groups. It could be a simple tweak of a word or two, adding reviews to a homepage, or a redesign of a webpage that makes all the difference. When companies have the knowledge of the value-adding information provided by data (i.e. keywords, trends etc.), they are able to create quality content that is both relevant and engaging to its target audience.
Crazy Egg detail some of their most successful A/B test conversions. Read how one variation of a homepage outperformed the other by 40% here!
Create a personalized experience
Have you ever had the feeling that a piece of content really speaks to you? If so, this is most likely the result of an effective data-driven lead generation campaign.
Data-driven insights enable companies to hone in on target segments and distribute content that creates a personalized experience and completely resonates with target groups.
Data-driven email marketing embodies this element. As customers make their journey through a brand’s content, they hit points that trigger personalized messages.
According to a recent survey by Campaign Monitor, 89% of marketers consider their email marketing strategy to be successful.
Click here to see Amazon’s great example of effective personalized email marketing through their tailored templates that change according to the customer’s behavior.
Retargeting your primary target groups
We’ve emphasized the need to convert your traffic a lot. Let’s face facts, it’s unlikely that every person that sees your content will turn into a conversion.
That’s where retargeting comes into the equation.
You’re going to want to stay top of mind and you want these one-off visits to turn into reoccurring visits, right?
With a retargeting strategy and tools such as retargeting tags and retargeting lists, you are able to start collecting data of those people who have visited and shown interest in your content.
This information provides you with a few valuable opportunities:
- Display your content on third-party websites
- Remove those who have triggered the touchpoints from initial campaigns and upgrade them to the next step of their journey with you
- Remind those who bailed at the last minute to consider sticking around or even offer alternative options
HubSpot have some pretty killer insights when it comes to retargeting – discover them here.
Analyze audience interaction and engagement
Monitor your data analysis regularly. Pay particular attention to how often your target groups complete a desired action, as well as where they are not.
Data analysis solutions have developed their level of detail in understanding user interaction to a whole new level. Tools such as Hotjar help to eliminate guesswork by providing visual behavior such as heat maps and recordings. This allows you to see very click and movement that a user makes to see what works and what can be improved in your content marketing efforts.
Seeing where users bounce prior to completing a purchase, for example, empowers you to identify opportunities where user experience can be improved. You my notice users are scrolling down to view reviews or testimonials and bouncing because these elements are lacking.
TaskWorld benefitted hugely from heat maps – improving conversion by 40%. Read all about it here.
Hyper Island – helping understand data to make smart decisions
At Hyper Island, we believe data is an invaluable resource for any company or brand. In just two years, 90% of the world’s data has been generated from sources like smartphones, social media and digital communication. Choose your tomorrow, and learn more about Data Driven Decisions Making with our course!