Do’s and Don’ts of Data-Driven Marketing

Let the numbers do the work when it comes to developing your marketing strategy.

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As marketing goes more and more high-tech, it’s easy to find yourself overwhelmed by data. It used to be that a company took out a billboard or bought an ad and had to guess how well it converted. Now, businesses are able to track conversions through links, affiliates, and web analytics. The amount of data at a marketer’s fingertips is massive, and if you aren’t using that data to make decisions, you’re missing out.

But when it comes to data-driven marketing, there are a few guidelines you should always follow. Here are a few do’s and don’ts to make sure your 2019 data-driven marketing strategy is going to help you, not hurt you.

Do: Have a clear vision of your ideal client. If you’re mainly trying to reach women between the ages of 50-70, your Instagram analytics probably aren’t where you want to spend most of your time. Understand where your client hangs out online and how they’re finding you.

Don’t: Get overwhelmed by trying to track every possible piece of data. Trying to juggle a thousand numbers will leave you confused, not clear-headed. Pick and choose what to focus on.

Do: Let your audience tell you what they want. If you’re sending a ton of e-mails that aren’t getting opened, you don’t have to focus on e-mail marketing just because marketers say it’s best! Let the data about your audience guide where you speak to them.

Don’t: Become “creepy”. Just because your data can tell you quite a bit about your customer doesn’t mean you need to let them know that. Sure, you have a good guess over what customers will act in which ways, but if you show your hand, you’re going to come off as untrustworthy. You don’t need to share your marketing strategy with your customers—in fact, you typically shouldn’t. Also, always keep your customer’s privacy in mind.

Do: Allow data to help you personalize your marketing. Abandoned cart reminders, personalized e-mails, and highly-converting launch funnels are all a result of well-cultivated data. Data should make your marketing experience more personalized, and therefore, more effective.

Don’t: Let data be the only thing driving your strategy. Data is up to interpretation. If you have a minefield of numbers but don’t know how to utilize them properly, you’re just going to drown. Take your analytics and spend some time understanding what they actually mean. Then, move slowly when making changes. A smart marketer understands that numbers can only go so far—there’s still quite a bit of “gut” work that goes into effective sales and marketing activities.