For decades, companies have tracked customer data. For a long time, this data was stored in folders in the so-called “archive box”. Organized by many people each year, these files are often incomplete and reek of your local library.

Welcome to the future.

Thanks to modern technology, we can collect data to help us plan our marketing efforts at the touch of a button. This technological renaissance has led to the rise of data-driven marketing. With this resource, you’ll learn exactly what drives data marketing and how you can grow your business with accurate, actionable data.

What is data-driven marketing?

Data-driven marketing is a form of business marketing that uses data collection to dictate your marketing tactics. A big advantage of data-driven marketing is that there are no assumptions in anything. However, they are all supported by hard figures.

That’s why 67% of marketers say speed and accuracy are the main benefits of data-driven marketing. Through data-driven marketing, you then can target these customers on an individual level, often in a personalized way.

When you run data marketing campaigns, you can perform automated marketing tasks. For example, if you use the collected data to identify the person of the buyer, if one of the groups requests information, you can immediately send the relevant message. As long as you have access to this data, you can tailor their specific marketing to their preferences and needs, rather than just sending everyone the same information.

Why should your business use data-driven marketing?

Data-driven marketing is so popular in the modern business world because it speeds up the life of today’s marketers and delivers better results. The biggest advantage of a data-driven strategy is that you no longer have to make trading decisions based on “gut” or feeling again. For example, instead of consulting, you can determine your ideal customer persona based on data obtained from previous customers.

You can see where your customers are doing with the highest CLV (Total Customer Value) and who they are. You can prove that your software works best with middle management CMOs for SMBs that generate webinars. This means you can duplicate webinars and rate CMOs as more valuable leads than lower-level employees.

This provides segmentation and personalization as well as a better return on sales investment. This is just one example of how data can gain insights from marketing and help your business identify the best growth opportunities.

What data should your company collect?

There is a lot of information you can get from your customers, websites, and advertising and marketing campaigns. Let’s break down the most valuable data you need to prioritize:

1. User Data: There is a lot of data that you can get directly from your users when you interact with them. Whether they visit your homepage, pricing page, about us page, or contact our site, they can all help you identify their purchase intent. If these visitors continue to interact with your site, they should (if you have a marketing funnel in place) also submit contact information via lead forms. Then, if you use a CRM, you can gather all of this information to not only understand who they are as individuals but also who your typical prospect and customer journey is likely to be. You can use this data to create buyer profiles that reflect the attitudes and behaviors of your ideal customer.

2. Site Data: There are many valuable and useful insights to be gained through your website and the way people interact with it. For example, a heat map is an image of the website page that shows you the effectiveness of your links, calls to action, and overall layout by highlighting the areas that frequently interact with your guests.

3. Marketing Data: If you’re running a pay-per-click advertising campaign, this is another weird place to gather audience data. You can tell a lot about your future customers by running more than one ad at once and seeing which one has the highest level of success. This is also called A/B testing. It will also tell you a lot about the purpose of the search to rank and rank for the various keywords you are trying to target. Of course, you can’t get all this information at once. Remember that data collection requires prospecting and optimization – meaning you need to iterate and then optimize the process as you know it.