Why data driven marketing is important?

Data is the source upon to base your strategic marketing decisions. 87% of marketers see data as "the most underused asset" within marketing departments.


Data-driven marketing is not the most popular marketing topic. This is remarkable, because data-driven marketing gets the best out of inbound and content marketing.

How data driven are you?

	Pioneer Ad hoc data	Practitioner Structured data	Advanced Integrated data	Modern Marketer Predictive insights
Organization Who is using it?	Individuals	Department	Departments & board	External Shareholders and stakeholders
Data tactics Why are you using it?	Problem solving/Reactive	KIP focus improve efficiency	Business case focus How is our department contributin corporate objectives	External How are we performing compared to the market (benchmarking)
Culture How are you using it?	I need approval	Target setting Data is not intergrated but used with single departments	Data business as usual Data is embedded company wideand is the stardard of doing business	Market opportunities Data is used increase our competitive advantage
Validation Quality of data	One off check Data is used to make a better decision	Periodic check/updates Marketing owns /controls most customer data	Unifiled, consisten cross-organisation Data is integrated and shared across all departments	Benchmark, peergroups, markets
Governanace Controle	Non existent	Plan/project manager	Business proces management owner	Chief data officer(s)
Metrics	Volume #	Conversion % (marketing performance driven)	Result (Company ROI driven)	Outlook > (predictive)
Technology	Excel, fragmented / local / laptop	Database (ERP, CRM, Marketing automation)	Datawarehouse ESB, Corinected workflw, BPM	Unstructured data No SQL

Have your data-driven activities moved beyond the ad hoc stage?

The benefits of data driven marketing

1. The value of marketing

How do you prove the effecveness of marketing?
Are you a marketing "burner" or a marketing "earner"?

2. One-to-one approach

Stop "spray and pray". Target and connect with individual compasnies.
Are your marketing messages targeted to groups or individuals?

3. Real-time and responsive

Do you have real-time visibility and is the data accessible the the recipients

4. View on business processes

Unified, consistent performance overview cross-organisation
The data integrated and shared across all departments

5. Learning organization

Optimise processes instead of individuals

A data-driven approach enables your organization to improve processes and sustainable results

Key Take aways towards a data driven organisation

1. Link the data to the business strategy
2. Data validation and governance takes place in a central department
3. Share and Collaborate: use data consistently and uniform accross departments in the organisation
4. Embedded data as the stardard way of making business decisions within activities, departments, business units and for strategic decisions.