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The Year of Data-Driven Marketing

Tue, Dec 15, 2015

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For Marketers everywhere, there’s no escaping questions around data – what does the data say? What can we do with the data? Where are we getting data from? It never seems to end! With such a precedent on data already, we can only anticipate more questions, challenges and opportunities surrounding data driven marketing in the year to come.

So, how can marketers embrace this drive to make the most of data when determining what strategies for engaging with customers should look like in 2016?

Communicate at the recipient level: The first step is to think beyond this year’s trend of simple personalization. Customers will continue to demand a personal connection from brands in exchange for their loyalty. The basis of communication will evolve into a highly personalized conversation with the brand.

Segment + Profile: While not impossible, it’s often hard to know where to start when approaching customers as valued individuals. This doesn’t have to be a daunting task - the first step is to identify the key segments within your customer audience as a whole. Take a hard look at your customer base and decide how to best segment into larger groups – is it age? Is it income? Is it where they live?

Visualize + Measure: The amount of data at marketers’ fingertips is only going to grow in the coming year. This has benefits two-fold. The more you know about about a customer, the easier it will be to offer that highly individual experience. Start the year off by making the commitment to measure data-driven campaigns from the start to finish. Set metrics, but be flexible – as the campaign gets underway, make sure you check in frequently with how things are performing.

With these tips in mind, what else would you add for fellow marketers embarking on truly data-driven campaigns?