Experts share how they use data-driven marketing strategies and tactics.
Today, data plays a more crucial role in business than ever before. Data-driven marketing is not just a buzz term, it’s a real business need for those who want to stay competitive.
Data allows marketers to build strategies and optimise strategies and, subsequently, to achieve tangible business results.
Data analysis done right provides deep insights but can also elevate the understanding of a complex situation. While data is not a panacea, 21st-century marketing relies on data to provide the customer experience, personalization and automation that is required to succeed.
Closed loop attribution is still the elusive Holy Grail that each marketer dreams to achieve. The reason this is still so difficult is that data analysis requires human “intervention”. It’s easy to mistakenly set metrics that are not actually delivering the full picture or that are misleading. Always questions your metrics and attribution models.
To chip away on cracking the code on closed loop marketing and to understand how modern marketers are implementing data-driven marketing, I’ve once again collaborated with my friend and peer, JC Giraldo, Marketing Consultant and Social Media Marketing Solopreneur.
We reached out to our networks to get insights from some of the industries brightest minds and added some of our own experiences.
We asked the following question:
“Everybody talks about data-driven marketing. Are you using data for your social media marketing efforts? How does it guide your decisions?”
Laura Martinez Molera
Regional Marketing Manager at HubSpot – Boston, MA
Nowadays, we have access to an important quantity of data regarding the behaviour of our consumers, such us what they are consuming, what is the frequency, how involved they are and what do they prefer. As marketers, we need to analyse it and base decisions on the data to optimise our campaigns, get the best results and increase our ROI.
At Hubspot, we base all our decisions on data, from the color and text of CTAs to the content of our nurturing emails. We gather information from our consumers such as the most visited websites, sources of our traffic (organic, social media, email, etc), the best topic for blog posts to get conversions, and the best time of the day to publish. With all this information, we analyse and extract conclusions, so every time we create new content, we apply these findings to optimise the results.
A common practice is that we create Smart Content on our emails so we can offer personalised content based on consumers’ past preferences to create more targeted and relevant experiences.
For example, I can easily adapt an email based on the response to the last received email, if they opened it, clicked it or converted on it. For the people who clicked but didn’t convert, I create a retargeting campaign so I can give them more information on the topic to continue nurturing them and, eventually, help them convert.
Another typical practice is to do A/B tests on our Landing Pages to understand the best title, images and CTAs so I can make the Landing Page Go to the full article.