Marketing was always a mixture of art and science, but over recent years leaned more heavily toward science due to the rapid adoption of data-driven marketing. As marketers gain access to more data sets and sources, the utilization of data and insights for marketing purposes is paramount for success.
Data-driven marketing is also more than jargon. Real insights come through marketing funnels and are used to refine marketing campaigns in an active way. Marketers can also utilize data sets from various external sources, too. If you are looking for ways to optimize your data-driven approach to marketing, here are the best tips and tricks to utilize.
Stick to a Plan
Data-driven marketing makes marketing programs more fluid and flexible, but that doesn’t mean you should adopt changes every time. Just because insights are used to refine the marketing process, it doesn’t mean each one of them needs to be translated into actual changes immediately. Blips occur naturally, so don’t be tempted to correct for everything, which may lead to over-correction and, just like your car when you jerk the wheel suddenly to change course, you can drive right into danger.
It is still necessary to have a marketing plan, particularly for maintaining general alignment and consistency. Without a comprehensive plan – and the ability to stick to it – you end up with a series of marketing activities that are detached from one another, failing to form a consistent approach leading to lower success rates.
What you need, is to adjust how marketing campaigns are planned. Instead of creating a rigid plan for every activity, you can allow room for improvement and refinement as metrics warrant. Refinement becomes a part of the plan and procedures are established to allow you to stick to the plan at all time.
Cover the Basics
Data-driven marketing gets very complex very quickly, so you need to ensure the basic aspects of your marketing campaign are solid enough to withstand challenges. This means knowing how to manage campaigns and tasks associated with them meticulously.
More marketers now implement Agile project development as a solution. Combined with data sets and insights, the use of Agile methodology in marketing is elevated. For example, it is much easier to identify issues using the 5 Whys when you have relevant and contextual data to work with.
As a project management tool, the Kanban board is still the best option for most businesses. This is especially true with cloud-based Kanban solutions like Kanbanize. Kanbanize lets you manage even the most complex campaigns using improved structure and a wealth of features it offers.
Create Automated Workflows
Another key component for successful data-driven marketing is automation. Analyzing data and implementing changes based on insights is easy when there are only a handful of elements to handle. Target multiple customers and add personalization to the mix, however, and manual campaign management is no longer an option.
Automation requires a predetermined set of marketing funnels and rules. Establish the rules, define your marketing funnel based on business requirements, and you will find ways to integrate data and automate certain parts of the workflow easily.
Automation can also be used to handle mundane tasks. For instance, you can automate the delivery of follow-up emails when dropped carts are identified. Without having to manually send follow-up emails to customers with dropped carts, you can boost conversion while staying lean and efficient.
Don’t Forget Your Team
Data-driven marketing is best implemented with the support of a capable team. Team members handling specific tasks actually improve your ability to utilize data in a meaningful way. The impact of data-driven marketing gets even bigger when team members share the same vision and skill level.
Having a dedicated analyst is a good example. When a team member focuses his time and skills to analyze data and generate insights, more can be achieved over the course of the marketing campaign. The same is true with other specialists in the team.
Of course, you have the option to outsource portions of the marketing campaign to service providers. Doing so means leveraging the experience and expertise of third-party service providers to your advantage. It also allows you to stay lean as a business.
Measure and Optimize
Last but not least, always make sure you measure the data sets and insights used for marketing purposes as frequently as you monitor the marketing campaigns. Low data quality can still affect your marketing campaigns negatively, which is why optimizing your data sets and sources is important.
This too is a continuous process that leads to more improvements. Refining marketing-related data allows you to generate more contextual insights, which will then let you craft more effective marketing campaigns for the business.
After all, data-driven marketing is never a one-time process. Adding data to your marketing processes is only the beginning. How you benefit from data and data-driven marketing depends highly on how you can keep the processes optimized and data-driven.
These tips will help you fully utilize data-driven marketing as part of your business process. Stick to a plan, automate certain parts of the campaigns, and make sure you manage tasks and projects effectively to find more ways to increase the impact of your marketing campaigns.
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