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August 31, 2011 / jasonpinto

Data-Driven Marketing: Pushing the Excuses Aside

Database, where data-driven marketing starts!

Many companies will acknowledge that it’s easier than ever to build up a customer or prospect database. We have the ability to run personalized campaigns that make it possible for people to append information to their records, often in exchange for something of value (i.e. “provide your email address and we’ll give you this white paper”).

We can research our contacts through social networks and start to understand their passions, interests, likes and dislikes across professional and personal lines.

However, even with all that data, many marketers are still creating and distributing materials that are not really targeted to the individual they are sending them to.  One reason for this may be that it takes more time to analyze data, plan what you could personalize, and then execute than it does to send out the same message to everyone. (I will completely admit that I’ve fallen into that line of reasoning more than I’d like to admit!)

But at the same time, we know that we could experience greater results if we produced data-driven marketing efforts.

Here are three steps on how we can start pushing away the excuses and start executing data-driven marketing efforts:

Have the Right Mind-Set and Commit to It

Most of us would probably admit to feeling pressure to “do more with less”. Because of that, we may feel that developing and executing a data-driven marketing effort might be more than we can handle. However, if we recognize the potential benefits of doing so, then we should develop the mind-set to push other things aside to get it done.

If we increase the priority level on things such as analyzing data, brainstorming, and executing, we will be on the right path to creating highly personalized materials.

Consult with your Customer Service and Sales Teams

While a lot of the data we collect may be from external sources, we should take time to talk to our customer service and sales folks to see what data elements they think are truly important. They may also be aware of current trends or issues that could trigger a response from our customers and prospects.

Armed with that information, we may be able to then better look at the data that we do have and identify the best way that we can appeal to those people.

Be Ready to Test and Measure

Will data-driven marketing efforts really improve your response rates? There’s only one way to find out — you must be willing to test and measure them!

Fortunately, many marketing software applications make this easier than ever to do.

We just need to be willing to put in the time to set our campaigns up properly ahead of time, monitor their results, and then adjust accordingly.

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2 Comments

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  1. Chris Fath / Aug 31 2011 3:18 pm

    Are you referring to Interlink One in this statement; Fortunately, many marketing software applications make this easier than ever to do? Ihttp://jasonpinto.com/2011/08/31/data-driven-marketing-pushing-the-excuses-aside/#comment-form-guestf not, what software to you recommend?

  2. jasonpinto / Aug 31 2011 3:35 pm

    HI Chris,
    First of all, thank you for checking out this blog post.

    I do try to avoid using this blog as an out-right sales tool, but I will absolutely admit that I do use my own company’s software (interlinkONE) to create, test, and measure data-driven campaigns.

    For example, I use it to do A/B testing on the emails I send out, to measure the success of variations of a postcard that we might mail, etc.

    If you do have any other questions, please feel free to let me know!

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