No more choices based on sensations or perceptions but the need to respond and make decisions based on reliable data and information : upstream, the volatility of markets and the socio-economic context, the unstoppable process of digital transformation, the evolution of habits and purchasing behaviors, which are pushing more and more companies to use data and information as a basis and guide in the decision-making process .
This is what we call a data-driven approach, that is to say, taking into account data not only as a tool , but as a real asset on which to build one’s competitive advantage.
Data-Driven Marketing: What Is It and Why Is It Important?
In a context where big data and kuwait phone number data artificial intelligence represent the new frontiers of business, marketing certainly could not remain indifferent.
While tracking systems and analytics tools have always been part of the daily lives of marketers and strategists, it is the approach to these tools that has evolved .
>It is no longer about anonymous and aggregated data, as it was analyzed and presented by the most popular analysis tools, but about effective activities of profiling and segmenting its audience, aimed at creating and implementing personalization strategies .
In the era of customer if companies comprehend why these experience , it is the information collected about each individual user that makes the difference : it is no longer enough to know how many users have opened a newsletter or clicked on a banner, but it is necessary to know who did so and at what stage of their customer journey. Data is not only collecte and analyze, but also queried: only in this way is it possible to engage the user with personalize messages and content .
The goal is to improve the user’s browsing phone number united states of america and purchasing experience and thus increase its value over time.
A data-driven marketing approach therefore places the user/customer at the center : all data collected on purchasing and browsing behavior serves as the basis for effective personalization strategies.
The advantage is obvious: more effective and efficient campaigns and a better return on investment ( ROI ).
Data-driven marketing and CDP : how to leverage data
If data and information become the basis of a new marketing approach, it is clear the significant contribution that a high-performance technological solution can make not only to collect, normalize and manage data, but above all to “exploit” them, that is, to make them useful as a basis for profiling , segmentation , personalization , as well as predictive marketing strategies .
In this context, customer data platforms are among the most efficient technological solutions.
Not just simple data collection platforms, but much more: Gartner defines a customer data platform as: “ a marketing system that unifies an organization’s customer data from marketing and other channels .”
A definition, perhaps not very exhaustive, from which we can nevertheless deduce the fundamental aspects which characterize a customer data platform:
- ability to collect data from multiple sources such as website, APP, e-commerce, point of sale, ticketing systems etc.
- recording and normalizing data at the single customer. View level , so that it is possible to have a complete 360° view of the individual user;
- ease of access and use , so it can be use by different departments of the company.