Shopping Your Own Data: The Uses And Hurdles Of Data-Driven Marketing

Data-driven marketing—marketing based on first-party data — is fueling everything from personalization to strategic decision making. But there are obstacles. judging by Data-Driven Marketing: Metrics, Important Elements & Trends, a study by GoodFirms, an IT research company servicing the B2B sector. 

The benefits of data-driven marketing are:

  • Personalized content & campaigns — 65.2%
  • Strategic decision making — 62.3%
  • Multi-channel optimization — 44.9%
  • Provides consistency & longevity — 38.2%
  • Paves the way for making automation — 30.4%
  • Real-time interactions — 28.1%
  • Informs product development — 18.8%
But marketers face these challenges:
  • Finding & maintaining high-quality data — 53.6%
  • Targeting segmented audiences — 46.4%
  • Making meaningful connections — 46.4%
  • Breaking down data silos — 34.8%
  • Using real-time data — 34.8%
  • Using the right data platform — 27.5%
  • Getting quality first-party data — 1.4%
  • Interpretation, application, security & information overload — 1.4%

The study notes that brands can use their first-party data to add users to their email marketing list. This happens when customers input contact information for:

  • Making a purchase 
  • Submitting a question 
  • Receiving discount codes & coupons 
  • Staying updated on announcements 

Here are the important elements of data-driven marketing:

  • Create buyer personas & outcome-focused content — 26.1%
  • Develop models to predict & optimize business outcomes — 14.5% 
  • Identify the right metric to measure success — 13%
  • Keep on testing — 11.6%
  • Ensure data accuracy — 10% 
  • Identify the right channels — 7.2%

What are the crucial metrics of data-driven marketing? They are: 

  • Conversion rate — 37.7% 
  • Return-on-investment (ROI) — 17.9%
  • Customer lifetime value (CLV) — 11.6%
  • Website traffic sources — 10.1% 
  • Marketing qualified lead (MQL) — 7.2%
  • Social media engagement — 5.8%
  • Bounce rate — 4.3%

GoodFirms surveyed 207 marketing experts.

 

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