{"id":1738,"date":"2019-07-01T12:07:00","date_gmt":"2019-07-01T16:07:00","guid":{"rendered":"https:\/\/www.dialoginsight.com\/gestion-analyse-donnees\/"},"modified":"2023-07-03T15:37:18","modified_gmt":"2023-07-03T19:37:18","slug":"data-driven-marketing-analytics-data-management","status":"publish","type":"post","link":"https:\/\/www.dialoginsight.com\/en\/blog\/analytics\/data-driven-marketing-analytics-data-management\/","title":{"rendered":"How Can Marketers Use Insight Driven Marketing?"},"content":{"rendered":"

Customer knowledge is key to success when it comes to insight driven marketing. The most successful companies know what consumers want and can also anticipate new needs by delivering offers based on past behavior. To get there, they need to look at the data, and that vision is called\u00a0Data Driven Marketing (DDM)<\/strong>.<\/p>\n

The challenge, however, is that few marketers have the expertise to use data effectively. I am convinced that few of us, including myself, have taken extensive courses in statistics. I am also convinced that few of us have access to data visualization tools and know how to use them. Finally, I am convinced that few of us have the skills to analyze different metrics to detect customer patterns, behaviors, trends, etc. \u2026 neither can we recognize if a metric is likely to lead us in the wrong direction.<\/p>\n

Difficult introduction, is it not? Nowadays, data is recognized at the center of tomorrow\u2019s marketing, and large companies with significant resources are already taking full advantage of it. However, it is not a generalized reality, and it must change in the coming years.<\/p>\n

My question now is this: how do we reconcile skills that are not acquired in formal training courses, but are essential to field teams? Here is a real challenge that must be faced.<\/p>\n

Now that the table is put, let\u2019s see how to\u00a0introduce insight-driven marketing strategies in your daily life realistically.<\/p>\n

\u00a0<\/p>\n

Data Driven Marketing<\/strong><\/span><\/h2>\n

Let\u2019s start from the basics: what is Data-Driven Marketing? It is a method of acquiring, analyzing and applying data based on the needs, context, behavior and motivations of customers or prospects. These actions bring out insights, which will influence plans, campaigns, content, channels, and much more.<\/p>\n

Beyond its technical application, I would also say that DDM is synonymous with customer-oriented, insight driven marketing. To be a genuine customer-based company, you need to have the means to know your buyers, and the way\u00a0to that knowledge is through data. Let us also say that DDM is a global organizational approach, which must be chosen by senior management, systematically applied at all levels of the organization, and be an\u00a0integral part of the organization\u2019s vision<\/strong>.<\/p>\n

Now that you know more about what it is, let\u2019s see how to introduce concepts into each of the 3 actions mentioned: data acquisition, analysis and application.<\/p>\n

\u00a0<\/h2>\n

Insight Driven Marketing and Data Acquisition<\/strong><\/span><\/h2>\n

Data acquisition is generally not a problem \u2013 if you use at least one tech or digital solution, you are already acquiring and storing data. The challenge is not the data, nor the quantity, but rather the quality.<\/p>\n

Underlying quality,\u00a0a question we often see is where do I find quality data? I don\u2019t think that\u2019s necessarily the best way to ask the question.\u00a0I would rather ask \u2018\u2019where is the data that will really serve me\u2019\u2019?\u00a0There are two things to evaluate before you even start looking for quality data, and I\u2019ll start with the second part.<\/p>\n

Start with the \u2018\u2019will really serve part\u2019\u2019 and think about why you should get data that will not help you in the end? It will only make\u00a0your database more complex with duplicates, errors, or\u00a0becoming very big.\u00a0Quality is then found in useful data because it enriches what you are about to do.\u00a0When looking at the\u00a0insight-driven marketing\u00a0level, we\u2019re talking data to\u00a0improve your marketing campaigns, choose the right communication channel, adapt content<\/b>\u00a0(for example, an offer in the hero of your email),\u00a0evaluate scenario triggers,<\/b>\u00a0and more.<\/p>\n

Only after you have evaluated this information can you start looking for the right data, asking yourself the following questions:<\/p>\n

1. Is the customer data in a tool I have access to?<\/strong><\/p>\n