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Data-Driven Marketing Statistics

Integrated strategy, omnichannel versus multichannel, predictive analytics, customer insights and attribution. These are the are the elements of data-driven marketing that will differentiate the modern marketer. All marketing is data-driven and measurable. Campaign management and reading and reacting to results in a timely and relevant manner is key to your business and your increasingly personalized relationship with your customers. Are your results in line with the competition? Start comparing now.

Featured Data-Driven Marketing Trends from 2018 DMA Statistical Fact Book

The above insights and more can be found in the new 2018 DMA Statistical Fact Book

Featured Data-Driven Marketing Trends from 2017 DMA Statistical Fact Book

The Only Constant is Change

Here’s how the data-driven marketing story played out in 2016

The focus of many marketers has gone from understanding their customer bases at a segmentation level to gaining deeper insight into who their customers are as individuals. In fact, according to our 2016 Digital Marketer, the top priority for marketers is to learn more about who their customers are and what they wantTwitterLogo_#55acee.

But how can marketers achieve this goal?
As the latest and greatest technology continues to flood the market, consumers have changed the way they interact with brands. The good news for marketers is, more channels and devices equal more data. And more data means marketers can finally deliver on the promise of highly personalized, one-to-one marketing communications.

By focusing on the needs of the customer, brands can build loyalty that lasts a lifetimeTwitterLogo_#55acee.

But the sheer volume of available data is only half the battle. It’s not until marketers can derive relevant insights from what the data is saying that the real value of data can be recognizedTwitterLogo_#55acee.

With the right technology, resources and data management practices, marketers can realize the true power of data – the ability to fill in the blanks about their customers and reach them where they want to be reached, regardless of channelTwitterLogo_#55acee.

Data Stream

Collaboration is key

  • Look for more brands and organizations to centralize their disparate data sets
  • Many organizations have data sets that don’t always speak to each other
    • For example, point-of-sale systems, CRM systems and loyalty programs all capture unique data points about customers, but often live in separate databases or systems
  • Break down these silos and encourage collaboration to access a more singular view of your customersTwitterLogo_#55acee
  • More informed marketers can create a seamless experience for those customers across all devices and channels

Go beyond the channel

  • To succeed, put the customer at the center of the marketing strategyTwitterLogo_#55acee
  • Marketers no longer have to rely on basic demographic information
  • The availability and combination of first-, second- and third-party data, as well as the appropriate partnerships to match customer data, enables marketers to communicate only the most relevant messages to individual customers, regardless of channel
  • Helps marketers tell one cohesive story across all devices, rather than the segmented messages of the past.

What’s working and what’s not?

  • The ability to measure the sales impact of an entire campaign is the most beneficial aspect of dataTwitterLogo_#55acee
  • By delivering specific messages to individuals, marketers can better understand which messages are resonating with customers, as well as which channels are performing the best
  • This level of insight can help marketers become more informed about their next interaction with the customer to create a better customer experience overall

There’s no way around it, the volume of data is growing exponentially every day. But data can be every marketer’s best friend if they are able to manage it effectively and pull actionable insights. True personalized communications are within grasp. And once the next change in the industry comes along, it will be data that will help marketers adapt and succeed.

2017 DMA Statistical Fact Book Byline Excerpt by Matt Seeley, Global President of Experian Cross-Channel Marketing

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