Surely you are already convinced of the importance of Data Driven Marketing for companies. What follows is learning how to create your own strategy. Here’s how you can get started.
1. Set your goals
A common mistake in Marketing is wanting to start a new strategy without even aligning it with the business objectives.
In Data Driven this is the same as wanting to collect all the data without being clear about what you want it for and how you can use it.
An approach that can guide you to know what data you need is the OKR methodology .
It is about defining an objective and a series of parameters (Key Results) that will indicate how close you are to achieving it through the use of KPIs .
Let’s see it in the following example:
Objective : increase ecommerce sales by 20% for the next quarter.
increase ecommerce visits by 50%. KPI: number of unique visitors.
Increase the number of leads by 25%. KPI: conversion rate .
Decrease the Partners Email Address rate of abandoned carts by 20%. KPI: abandoned cart rate.
Do you already have an idea of what could be the data that we have to collect to plan a strategy? We will give you the answer right away.
2. Define what the relevant data is and how you are going to collect it
With your OKRs in mind, you now need to determine which data is important to your business. In our previous example some of this data could be:
consumption habits and
behaviors (time spent on the website, most visited content, entry and exit pages, among others);
demographic data of prospects and clients (age, gender, place of residence, profession, family status, income, among others);
opinions of your consumers regarding your products or the operation of ecommerce in general (product pages, payment gateways, customer service , among others).
Next, you will have to define what your sources of information will be.
In Data Driven any point of interaction is a valuable source of data. For example:
Marketing Automation platforms (ex: chatbots, Email Marketing tools, CRMs, among others),
surveys after a purchase,
social listening in social networks.