To derive maximum value from data to inform decision-making, the data itself must be high quality. This chapter outlines how organisations can build a solid data foundation in order to generate actionable, meaningful insights. Establishing a strong foundation The bedrock of any effective data strategy is reliable, quality data. There are three essential components that […]
A successful data-driven marketing strategy is dependent on the people, processes and technology behind it. This chapter focuses on the skills and expertise needed to help marketing leaders put together the right teams, as well as how they can derive the most use out of the systems and technologies available. Data expertise and competencies When […]
Data has an essential role to play in modern marketing strategy and execution, providing marketers with opportunities to understand their customers better, make better decisions and boost targeting and effectiveness. But data is a complex beast and there is much to consider, learn and understand. This summary offers one final model for best practice and […]
Historically, as AI techniques have become established in marketing, they sometimes stop being referred to as AI (“the AI effect”). Aspects of predictive AI, such as machine learning, are now integral to the segmentation and activation of customer data for personalisation. More recently, the availability of large language models (LLMs) has put more focus on […]
Data is a valuable asset when it comes to marketing decisions, but marketers must be sure it is driving the right decisions. This means understanding the most common problems marketers face and the key factors to consider throughout the decision-making process. Avoiding bias and common pitfalls Humans are fallible and can easily succumb to cognitive […]
Managing customer data is no easy task and marketers face fresh challenges with the decline in third-party cookies. Understanding basic aspects of data, from different types to responsible use, is key to the successful development of data-driven marketing strategies. While it is clear that data is playing an ever more critical role in driving marketing […]
Data is key to unlocking deeper customer insights, enabling marketers to adjust strategies in real time and drive greater effectiveness and efficiency. Being able to leverage it well comes with a significant competitive advantage. The importance of data in marketing The importance of data-driven marketing has long been emphasised in successive surveys that Econsultancy has […]
Data holds the key to unlocking valuable customer insights, enabling marketers to optimise marketing tactics and strategies, make more informed decisions and ultimately connect with consumers on a more meaningful level. Gaining a deeper understanding of customers As highlighted in the chapter on Data’s Role in Marketing, Econsultancy’s 2024 Digital Trends report, published in partnership with […]
With technology now so fundamental to modern marketing practice there has long been a clear focus on how marketers can best derive value from the increasing amounts of data that they have access to. This guide provides pragmatic advice on the practice of data-driven marketing, setting out key principles, strategies, models and methods that can […]
Being able to execute a successful data-driven marketing strategy depends on a number of factors. For reasons discussed in this chapter, marketers that understand the foundational elements will have a significant advantage. Deriving value from data – a foundational approach People, process, technology Data-driven marketing can only be truly effective if all the key components […]
In today’s rapidly changing social media landscape it is crucial to stay up to date with the latest trends and platform features. A culture of continuous learning and development will equip social media teams will the skills to adapt to change while supporting their own personal development. Social media team skills There are some key […]
Social is constantly evolving. This can create new opportunities, but it can also result in a decline in engagement if, for example, users shift to new formats or channels. Diminishing engagement may signal it is time for a company to restructure and expand its social media team or change the way it operates. Investing more […]
