DATA-DRIVEN MARKETING: LEVERAGING CUSTOMER DATA

Navigating without visibility is no longer an option for marketing, sales and customer service departments, making various technology solutions that leverage customer data essential to understanding the customer journey. However, according to Gartner, by 2025, 80 percent of companies investing in personalized marketing campaigns will experience a lack of ROI or complexity in managing campaign data (reliability and insight).

This article explains why customer data management and analysis is important to your business performance, what marketing data is and how to conduct effective customer data analysis.

The genesis of data management and analysis
What is data marketing?
How do you analyze your marketing data?

The genesis of data management and analysis

Why are companies increasingly turning to data marketing? To better understand the behavior of prospects and customers: their intentions, the maturity of their decisions and their actions or inactions. This understanding should make marketing and sales campaigns more profitable. This is especially important when it comes to advertising campaigns, as marketers want to maximize their budgets by delivering the right message to the right people at the right time.

In the 1950s, pollsters were the first to provide audience behavior data to television and radio stations so they could place the right ad at the right time to reach their target audience.

In the 1980s and 1990s, the first tools appeared to collect and “break” customer data (data mining), both in the B2B and B2C sectors. Today, thanks to the explosion of platforms (e-commerce sites, social media, forums), forms of interaction (blogs, videos, podcasts) or the widespread use of cookies on websites (to collect geolocation data), there are increasingly sophisticated and easily accessible technologies that allow companies to let the numbers speak for themselves.

Marketers, sales and customer service managers can use online marketing data tools directly (the most popular is Google Analytics, which is free), or they can hire marketing agencies to help them use the data and create dynamic, easy-to-read reports.

The more meaningful your data is, the better you can track your customer journey. A well-documented customer journey and accurate, reliable data can improve the relevance of your advertising messages and create personalized relationships. A company with more ambitious goals can even strive to create a memorable customer experience and remove friction at every stage of the sales or customer engagement process.

What is data marketing?

Reaching potential customers easily and generating maximum sales is the holy grail for any business, regardless of size or activity. Data-driven marketing allows you to use the information you collect about your prospects to your advantage.

Data-driven marketing is about using the data analytics that your company collects from its interactions with its prospects to develop a solid marketing strategy. Data about your company’s prospects is used to create personalized campaigns. With data marketing, executives can confirm or disprove their assumptions with facts.

As a result, your campaigns will become more accurate when you use data to your advantage. You’ll be able to get the right message to the right people at the right time. You will be able to make the right offer at the right time because you know your customer better. The more information you have about your prospects’ habits and intentions, the easier it will be to target them and convert them into customers.

How do you analyze marketing data?

In order to collect information about your target groups, you need to choose the right software and integrate it into your marketing strategy.

Data management tools

A number of free and paid solutions allow you to collect and manage your customer data while providing a more accurate and higher quality visualization than an Excel spreadsheet-based system. To manage and use the collected data, you can use the most affordable CRM software, which can be customized according to the size of your business.

Many other online tools are available to help you manage your visitor data. For example, with Google Analytics and its new version Google Analytics 4, you can capture your visitors’ demographics and interests, measure their engagement or see all the revenue streams generated by your marketing actions. This data can help you segment your audience. This way, you can maximize the personalization of all your offers.

However, accessibility does not always mean ease of use. You can be overwhelmed by all the features, miss updates or have quality and reliability issues. If you want to get the most out of your data, you can contact an online marketing agency that can help you implement the right software.

Guarana’s customer experience-centric approach is based on the use of Hubspot CRM. The software allows you to collect, centralize and analyze your lead data. HubSpot creates dashboards and reports that show you where your visitors are coming from, their behavior and consumption habits.

The intelligently designed interface allows you to make data-driven decisions and take effective action, such as removing all friction points to positively impact the customer journey. Best of all, HubSpot is easy to use! The dashboard gives you an easy-to-understand overview and you can filter information to get the information you need immediately in an intuitive way.

Thanks to artificial intelligence, data analysis tools are becoming more and more complex. Learning them takes time and money. Hiring a customer experience expert is the safest option: an expert can guide you through the learning curve by sharing best practices.

The benefits of data-driven marketing for businesses

Data-driven marketing offers great potential for personalization. You can use data to create content for multiple platforms. You are able to target the channels that bring you the most leads. All of your marketing activities have a strong, measurable impact and can help you convert leads into customers.

Numerous management, centralization and analysis tools help you better understand visitor data and make decisions based on verifiable facts. The more data you can analyze, the more effective your marketing strategy will be. Let our customer experience experts help you with your CRM. To learn more about HubSpot, request a free demo from the experts at Guarana.

Things to consider

Small business owners are often multi-faceted and need decision support tools to make their marketing efforts more effective and avoid costly mistakes. Decisions to change or expand marketing strategy need to be validated by reliable data.

Using customer information management software for marketing and data analysis is only possible if the tools the company uses are intuitive and easy to use. Complex tools can only reach their full potential if they are used by highly trained professionals. You will want to go back to your old system, which is slow but easy to use.

Thanks to artificial intelligence, the automatic collection and analysis of customer data gives you great flexibility in your marketing and sales strategies, especially since you can refine your goals. Implementing a digital marketing platform like HubSpot gives you the security to measure your ROI at any time, provides you with reliable data, and helps new employees join your company faster. Guarana Marketing will assist you with software implementation, initial training and user support.

Discover the power of the HubSpot platform! Learn how the intelligent use of customer data can increase your productivity and sales with our expert demonstrations.

Plus d’informations

Si vous souhaitez en savoir plus sur les meilleurs prestataires de services à la clientèle, n’hésitez pas à nous contacter. Vous devrez remplir le formulaire fourni sur notre site Web.