A couple of years ago, when I was a marketing intern, I used to think that marketing was all about being a creative genius, like Don Draper from Mad Men.
I was convinced that all it took was a cool slogan and a slick ad to make people rush to buy a product. But then reality hit me like a ton of bricks, and I realised that marketing is more about numbers than being a wordsmith.
Without data, marketing campaigns were like throwing spaghetti at the wall, hoping something would stick.
In the digital age, data has become the new gold for businesses. With so much data available, marketers can use it to create campaigns that resonate with their audience.
Data-driven marketing allows companies to understand their customers better and create personalised messages that feel like they were made just for them.
It’s like finally having a crystal ball that tells you what your customers want before they even know it themselves.
In this article, I discuss the concept of data-driven marketing and its benefits using 3 killer examples, so you can become the data-driven marketing superhero your business needs, and watch your campaigns soar to new heights.
Example #1: Using demographic data in your campaign planning
Outcome: More context in your targeting
Picture this: you’re the owner of a chain of pizza restaurants and you’re scratching your head trying to figure out how to get more people to love your pizza as much as you do. You’ve tried everything from putting up posters to hiring a plane to spell out “PIZZA” in the clouds, but nothing seems to be working.
Then, a lightbulb moment! You realise that maybe, just maybe, not everyone loves pizza (gasp!). But don’t worry, you’ve got a plan. You’re going to use demographic data to target the people who really appreciate a good slice.
First up, the university crowd. You know they’re up late studying and could use a tasty study snack. So you’re going to offer them a special discount if they show their school ID after 9 pm. That way, they can power through those all-nighters with a belly full of pizza.
Next, families. You know they’re always looking for a good deal, so you’re going to offer them a family meal deal with a free kids’ pizza. That way, they can treat the whole fam to a delicious dinner without breaking the bank.
By using demographic data to target specific groups, you’re going to show them that you understand their needs and you’re there to fulfil their pizza cravings.
And who knows, maybe you’ll even convert a few non-pizza lovers to the cheesy side. Because let’s face it, everyone loves pizza, they just might not know it yet
Example #2: Use trends and historical data from one marketing channel/campaign to inform another.
Outcome: Never start from scratch
Picture this: you’re a marketer and you’re feeling more lost than a sock in a dryer. You need to figure out how to get those leads to convert, but you’re drawing blanks.
So, you grab your trusty blueberry tea, take a sip, and wait for inspiration to hit you like a lightning bolt. And it does!
You come up with two options: offer free shipping or a fixed amount discount. But how do you decide which one to use?
Well, a good marketer would trust their gut. But a great marketer like you knows that data is king. You decide to analyse historical data and segment orders based on who would have been eligible for the offer from your previous orders.
After crunching the numbers, you discover some juicy facts. You find out that 60 customers were eligible for discount coupons, and they generated ₦60M in revenue. Meanwhile, 200 customers were eligible for free shipping coupons, but they only generated ₦17M in revenue.
It looks like customers may be more motivated by free shipping, but it’s the fixed amount discounts that bring in the big bucks.
By looking at historical data, you’ve not only saved yourself from making a costly mistake, but you’ve also prevented those offers from eating into your profits.
So, next time you’re stuck on a marketing decision, don’t trust your gut. Trust your data, and you might just become the marketing superhero you were meant to be.
And if all else fails, just remember – there’s no problem that a good cup of tea can’t solve
Oh, and if you hadn’t figured it out already, I’m the great marketer in this story.
Example #3: Measure success as a series of smaller steps
Outcome: Diagnose problems and explain trends more easily
Picture this: you’re a marketer who just launched a new campaign with the goal of increasing sales by 50%. You’re feeling like a superhero ready to save the day, but as time goes on, you start feeling more like a sidekick who got lost in the action.
Your sales are crawling towards the 50% mark at a snail’s pace, and you start to panic. You feel like a runner who set off too fast and now has to drag themselves over the finish line.
But then, you remember the power of measuring success as a series of smaller steps. You start to break down your goals into smaller, more manageable steps, like measuring clicks, conversions, and engagement rates.
Suddenly, you start seeing some positive trends. Your email open rates are soaring, your website traffic is higher than Snoop Dogg on 4/20, and your social media engagement is through the roof.
While your sales may not have hit the 50% mark, you’re still making progress towards your goal. It’s like you’re playing a game of snakes and Ladders, and even though you landed on a snake, you’re still climbing your way to the top.
You also notice a problem area – your conversion rate is lower than a limbo contest for ants. But because you’re measuring success as a series of smaller steps, it’s much easier to diagnose these issues and come up with a plan to fix them.
Instead of feeling like a failure, you’re able to focus on the progress you’re making and the areas that need improvement. And by breaking down your goals into smaller steps, you’re able to explain trends and diagnose problems more easily.
So, the next time you’re feeling overwhelmed by your marketing goals, remember to measure success as a series of smaller steps. It’s like breaking down a massive shawarma into bite-sized pieces – it may be easier to handle and won’t leave you feeling defeated.
There are many other ways to break it down, a great example I’d recommend checking out is how Lade of Marketing For Geeks (MFG) used it to define her product adoption moment.
