WHY HAS DATA DRIVEN MARKETING CHANGED THE GAME FOR MARKETERS?
If you are a seasoned marketer or brand new to the world of marketing I bet you’ve heard all the hype about Data Driven Marketing (DDM). In a nutshell, DDM is literally what it spells out, let your marketing activities be driven by the data that you have. This has become easier today as data from digital marketing is readily accessible and also budget-friendly. But is there such a thing as too much data, let’s tackle that beast another time. Today let’s discuss DDM and if it is different from what marketer have been doing for generations?
I think as marketers we are always looking for (and also inventing) new terminologies. To some extent, all our marketing activities have been driven by data, at least the successful ones so in essence, this isn’t an entirely new concept. Then what is really different with DDM and when did all this hype start? Well let’s take a walk down memory lane, shall we?
Where did Data Driven Marketing come from?
Marketers have always been interested in data and aimed at running their campaigns driven by whatever data they had access to. The game changer came when we got access to a plethora of data from all our digital channels and ERP systems.
Why has Data Driven marketing become popular?
Let’s admit it, we’ve all been there…we know what the right thing to do is but how do we make management understand the value of it? I’m not saying DDM is only popular as we can use it to prove our case but it definitely has a lot to do with why marketers were so quick to adopt it. When you can put numbers behind your activities, why wouldn’t you? Also, it definitely helps that DDM allows you to make educated, well-informed decisions not just guestimates like we may have had to make in the past (maybe that Yellow Pages campaign rings a bell?).
Why do I recommend DDM to every company I work for?
It’s simple math, well math isn’t that simple when I come to think of it. But I simply tell my CEO or CFO that if they want to see results and ones that actually make sense to them then invest in systems that allow us to:
- Use the existing data efficiently to be able to conduct DDM
- See the results of DDM activities in a way that makes sense to them. A good Marketing Dashboard always helps here, it’ll save you having to pull reports or make pretty graphs that show the impact of your work.
Success case of DDM
I’m personally a believer in numbers even though I know marketing is part science part art? I think I heard that somewhere…Here are a few great examples of companies who’ve invested in DDM and reaped it’s benefit to the fullest!
- “Community hospital generates nearly 1,000 orthopaedic procedures—and $8.5:1 ROI—by leveraging CRM data to drive an integrated service line campaign.” Keep reading
- “Case Study: Cruzados – Universidad Católica Santiago, Chile. As a club with a rich history, Cruzados have understood the need to invest in a single platform stadium technology solution to take their customer engagement to the next level.” Keep reading
- “Scandinavian Airlines fuelled their marketing with data-driven campaigns” Keep reading
Now that you know why DDM has changed the game for us marketers, read our blog on 5 simple steps for successful data driven marketing.
Author: Amelia Dash
A bit about me. I’m the Marketing Technologist at Avarea Analytics for Marketing. My background is in digital marketing and I’ve continued my passion by embarking my PhD thesis on online consumer psychology. Working in Australia, China and now Finland I’ve acquired a pool of knowledge about digital marketing.
If you want to speak directly to me, you can find me on LinkedIn