How Data-Driven Marketing Can Transform Your Brand

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Over half of businesses invest in content marketing, according to a study by The Manifest.

Companies that produce content, whether blog articles, emails, advertising, or social media posts, can benefit from data-driven marketing that allows them to personalize content across the web.

Nearly 100% of U.S. marketers claim that personalization helps advance customer relationships, and 85% say that customers expect a personalized experience.

In this article, we explain how customer data is collected and used to make your marketing campaigns smarter and less wasteful.

Use this information to understand the broad reach of data-driven marketing and how it can positively impact your business.

How Is Customer Data Collected?

Marketers collect data from nearly every interaction with customers across several online platforms. Most data is collected using one of three methods:

  1. Rule-based targeting
  2. Triggered messages and notifications
  3. Machine learning

Many businesses use tools to help with the collection, filtering, and application of data.

On websites, some of the data you can collect includes:

  • What pages and content visitors view
  • What links people click
  • What people add to their cart
  • What products customers purchase

Email marketing presents an excellent opportunity to collect data about your customers.

What emails get opened and what links people click on within those emails provides clues about a consumer’s place in the sales funnel and what types of goods and services may interest that consumer.

Advertising across social media, search engines, and websites provides data about the people who click on your ads.

What ads people click on, what platforms they see your ads on, and what time of day they click through offers valuable insights about your customers.

Investing in a digital marketing agency that understands the importance of personalization can bring value to your business.

How Is Data Used To Enhance Marketing?

Data you collect about customers can be used to personalize most of the interactions you have with them, including:

  • Email content topics, timing, recommendations, and special offers
  • Website content such as your homepage, navigation, landing page, pricing, promotions, and ads
  • Online advertising such as banner ads

Data can also be used to guide and personalize social media and content marketing campaigns.

For example, many businesses create separate email lists (segments) for people in different stages of the buyer’s journey. Then, they email content that’s appropriate to interest level and relevant to their stage in the sales funnel.

One example of a company using data to personalize its website experience is Grove Collaborative. New website visitors land on a home page that features a company introduction above a carousel of Grove’s most popular products.

Source: Grove Collaborative

Returning Grove customers view a different “home” page, one that promotes products they haven’t purchased before.

Source: Grove Collaborative

Personalized, data-driven content can follow your website visitors to other online platforms.

For example, to show how multi-platform data marketing works, I spent thirty seconds browsing Overstock and thirty seconds on Wayfair.

Then, I logged on to Facebook, where ads for both Overstock and Wayfair appeared at the top of my newsfeed.


Multi-platform data marketing helps encourage customers to purchase products or services they may already be considering, which improves conversion rates. Digital marketing agencies can help support this effort and offer insight into what methods are most successful.

Why Data-Driven Marketing Works

Data-driven content can make your marketing campaigns smarter and less wasteful by serving the right content to the right people at the right time.

For example, instead of paying for an ad that’s shown to a general audience of 500,000 people, data-driven marketing allows you to target and pay for ads served to people who’ve already shown an interest in your product.

Data collection and personalization is also a useful tool in influencing customer buying decisions since you can guide people toward the most likely path to conversion.

Nearly 90% of marketers use data to deliver better customer experiences, and 59% to increase loyalty, according to a 2019 Trends report by Evergage.

Source: 2019 Trends in Personalization Report, Evergage

Data Can Transform Your Marketing

Data in marketing is used to deliver a better experience to customers and guide them along the customer journey.

By incorporating the right tools and personalization method, you can create successful marketing campaigns that drive home your brand message. If you are still unsure how to create the best marketing strategy for your customer, consult with an experienced digital marketing agency.

Use data to fuel your marketing campaigns and transform the customer experience.

Bio: Emily is a writer for Clutch, designing surveys and reporting on trends and news for app development and digital marketing firms.

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