Are you thinking about your marketing/data strategy? Do you plan to take hold of data passing through your website and put it to use? If you are anywhere above a stage of being starting solopreneur it's right about time. According to analyses by Statista, by the end of 2025 the world will have produced, stored and consumed almost 181 zettabytes of data. A lot of big and medium size companies are analysing and drawing insights from data they collect. It is this information that is a key element in the development of your business, and the use of which still poses difficulties for many people. This is where the term Data-driven marketing comes in. This is the marketing approach of making maximum use of data in order to make better marketing decisions. And we are here to show you how to use them effectively and make them part of your growth.

Implementing data-driven marketing strategies brings with it many benefits

Understanding the user and personalising communication - today, customers expect as much personalisation of the message towards them as possible. Referring to McKinsey 76% of consumers get frustrated when comapnies don't deliver personalised comunication. The data collected provides information about users, the ability to analyse their behaviour, demographics, preferences and needs. It is campaigns based on personalisation that create the best experience for users generating benefits for companies.

Increase effectiveness and optimise budgets - by analysing precise data, it is possible to better plan marketing spend by allocating resources in such a way as to meet the expectations and needs of customers . Such an action will not only generate an increase in satisfaction with your brand, but also benefits you. where the biggest increases are generated. More data also allows you to identify the best channels for your messages and where your potential customers spend the most time and what content they interact with.

Faster response to change - what is more important for global brands, real-time data analysis allows marketing strategies to be quickly adapted to changing market conditions and customer behaviour. This is also important for medium and small brands, but they do not always require immediate responsiveness. By being able to monitor fast-emerging data on the subject of performence, adjustments can be made before any element compromises campaign performance.

Trying to implement data in marketing also means facing challenges, such as poor data quality, privacy regulations and talent shortage. Gartner estimates that poor-quality data leads companies to lose an average of $12.9 million a year. It is therefore worth using the right tools and the help of professionals who can support you in dealing with these issues and making the most of your data.

Data-driven marketing is about segmenting data into precise groups so that its use can be even more effective. Successful data-driven marketers know how to get the right data from the right places and how to use it. Among the data groups we find:

Demographic data - information such as age, gender, place of residence or education of users allows advertising campaigns to be tailored to users.

Behavioural data - provides an understanding of how users behave on websites. Monitoring information such as website visits, page views or time spent on the site enables better formulation of advertising campaigns.

Transactional data - provides information about purchases and their frequency. This data tells you what products a customer has bought from you, how often they have made transactions and for what amounts. This type of data is crucial when studying customer loyalty and retention rates.

Psychographic data - information on customers' interests, lifestyles, values and opinions, allowing the personalisation of advertising campaigns and understanding of the target audience.

Modern tools and technologies make it easier to implement data-driven marketing strategies. Nowadays, we can find a collection of elements that collect data, analyse it and present the results of these analyses in one place. Here are some types of tools used by marketing teams.

Tracking and reporting platforms - the purpose of such tools is, among other things, to collect data. They are used to monitor the performance of a campaign, understand user behaviour and obtain information on how to optimise the campaign. These tools include, for example, Google Analytics 4 or Adobe Analytics.

Performance marketing platforms - help you put the data collected into use. They give you access to tools to achieve your goal such as lead generation. In this case, you can use platforms such as Marin Software or The Trade Desk.

Costumer Relationship Management Systems - CRM systems are designed to capture and hold data on the customer base. They provide a link between marketing and sales. By combining with analytics platforms and marketing tools, they provide a holistic view of data-driven marketing strategy efforts. These include Salesforce and Zoho, for example.

Marketing Automation Platforms - is the final step in building a marketing strategy. They avoid manual work by basing systems on customer behaviour. These technologies save time and money when running a marketing campaign by acting quickly and accurately. You can use Mailchimp or Marketo, for example, to personalise your efforts towards your customers.

A few steps towards a better strategy

Getting to the heart of the matter, let's look at what steps need to be taken to master the issue of the different types of data and tools available and to compose a marketing strategy from them that will best reach more users. Building a smart marketing campaign starts with identifying the key indicators and KPIs by which its performance will be measured. These indicators should be precise, measurable and relevant to the intended objectives. For example, if the goal is to increase conversions, conversion rate or costumer lifetime value would be fitting indicators. The next step should be to analyse the available data. This process will allow you to create an information map with information ranging from the specification of target groups and potential customers to achievable marketing channels. Let us assume that a global company selling luxury watches launches its marketing campaign. This company set as a goal to expand its customer base and increase brand awareness. After analysing data on their customers, they found out what their key characteristics and typical behaviours are. They also specified which social media their audience used, so they could allocate resources to a suitable, more effective channel. In this way, the company created a tailored advertising campaign that hit the right demographics. By learning about the personalities of potential customers, they were able to target people with similar interests and behaviours growing their customer base. By continuously monitoring the predetermined KPIs, they were able to optimise and increase the results achieved by the campaign on an ongoing basis. Remember that there is no single perfect recipe for a good marketing campaign. Creating an effective plan is a combination of strategy, flexibility, creativity and, above all, the appropriate use of data.

At Moonfleet, we turn meaningless data into orchestrated sets of insight wich we build into a strategy, helping brands grow smarter and faster. Discover how our cutting-edge solutions can bring your digital vision to life — contact our specialists and start your data-driven journey.