How to Make your Marketing More Data-Driven

How to Make your Marketing More Data-Driven


In a rapidly evolving digital world, data is increasingly becoming the key to successful marketing. By understanding how to collect and analyse data, businesses can make more informed decisions that lead to better results.

However, making your marketing more data-driven can be challenging. This blog post will explore how to overcome some of the common obstacles and make your marketing efforts more effective.

The importance of data in marketing

The benefits of a data-driven approach

There are many benefits to using data in marketing, including the ability to make more informed decisions, target customers more effectively, and measure results more accurately.

A data-driven approach can help you to better understand your customers and what they want from your product or service. This understanding can then be used to create targeted marketing campaigns that are more likely to convert leads into customers. Additionally, data can be used to track the results of marketing campaigns and adjust them accordingly for maximum effectiveness.

Despite these clear advantages, many businesses still struggle with collecting and utilizing data effectively. In the next section, we will discuss some tips for making your marketing more data-driven.

Making your marketing more data-driven

Collecting data

Any successful marketing campaign starts with good data. In order to make your marketing more data-driven, you need to start by collecting accurate and reliable data. There are a number of ways to do this, including:

Conducting surveys

Surveys are a great way to collect data about your target market, their needs and wants, and how they feel about your brand. You can use online tools like Survey Monkey or Google Forms to create and distribute your survey.

Analysing customer behaviour

Another way to collect data is to analyse the behaviour of your existing customers. This can be done through things like web analytics tools (like Google Analytics) or social media listening tools (like Hootsuite Insights). By understanding how your customers interact with your brand, you can better tailor your marketing efforts to meet their needs.

Analysing data

Once you have collected some data, it’s time to start analysing it. This will help you understand what the data is telling you and how you can use it to improve your marketing efforts. 

There are a few key things to keep in mind when analysing data:

  1. Look for trends – When looking at your data, try to identify any trends that emerge. This could be something like a spike in sales during a certain time of year or an increase in web traffic from a particular demographic group. Understanding these trends can help you adjust your marketing strategy accordingly.
  2. Compare different sets of data – Another way to get insights from your data is to compare different sets of data against each other. For example, you could compare sales figures from different geographical regions or customer feedback from different age groups. This can help you pinpoint areas where your marketing is performing well and areas that need improvement.

Using data to inform your marketing decisions

Once you’ve analysed your data, it’s time to start using it to inform your marketing decisions. Here are a few ways to do this:

Set goals

Use the insights from your analysis to set realistic goals for your marketing campaigns. These goals should be specific, measurable, achievable, relevant, and time-bound (SMART).  

For example, if you want to increase web traffic from organic search by 20% over the next three months, that would be a SMART goal .

Once you have set some goals , you can use them as benchmarks against which  progress  measures   performance .   Doing   so   will   help ensure that  all  aspects    of   your    campaign – from strategy implementation – are working towards achieving desired outcomes.

Allocate resources

Based on the findings of your analysis , allocate resources – such as money , people , or time – accordingly to achieve desired objectives . If one channel showed significantly higher ROI than another , consider increasing investment in that area while scaling back in others.

The same goes for underperforming campaigns ; if they’re not meeting expectations , don’t hesitate to pull the plug and redirect those resources elsewhere.

Make adjustments

As with any plan , no matter how well-thought-out it may be , there will always be unforeseen circumstances that require adjustments along the way. Perhaps some technological advancement renders one of your strategies obsolete overnight; maybe a conversation with a key client reveals an unspoken true need that wasn’t considered before; maybe a network change means reprioritizing objectives; whatever the case may be, don’t be afraid to make changes as needed in order to pivot toward success.


A data-driven approach to marketing can provide many benefits, including improved decision making, increased efficiency, and better results. However, collecting and analysing data can be challenging. By taking steps to collect data and use it to inform your marketing decisions, you can make your marketing more data-driven.

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