How can we separate our strategic target group into segments and reach them effectively? How should we allocate our marketing budget to maximise return on investment? Which marketing channels and content are worth investing in? How can we gain insights and appropriate recommendations from our data?
Marketing has to respond to these key questions. This is nothing new. What is new, however, is the approach to these tasks. Digitalisation makes it possible to take important decisions based on data.
Data-driven marketing (DDM) is one promising, technology-based approach. It concerns the capture, analysis and use of data to optimise ongoing campaigns continuously.
In the minds of many marketing specialists, data-driven marketing has the reputation of approaching a creative discipline in a very technological manner. But data-driven marketing is much more than technology. The approach helps companies learn more about their customers and better understand their needs. It gives companies the opportunity to address their target groups more personally and to improve the customer experience. In addition, data-driven marketing makes it possible to measure performance more accurately. This creates a basis for continuous improvement – for example, by optimising target groups or tailoring measures to the customer in a more targeted manner. The goal is to increase customer focus and creativity.
The “ma.tomics” framework helps with the intellectual process of breaking down the complex marketing world into smaller component parts. These can be areas such as marketing strategy or campaign management, or anything from pricing or performance measurement to linking marketing and sales. The advantage of this approach is that companies can reduce complexity by addressing each topic successively and separately.
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Strategic definition and implementation of a data-driven marketing concept, identifying the necessary marketing and IT processes and anchoring the new outlook within the organisation. How can marketing-relevant insights be gained from the mass of customer data and information? Focusing on data also means cultural change within the organisation, and we have guided our client through this process.
The challenge
Our client focuses on content and storytelling in its marketing. Its brand’s social media presence is among the largest and it is a global leader when it comes to hosting exciting events. These activities provide various points of customer contact outside the actual retail sales process. We are able to collect data that allow us to compile user profiles and analyse consumer behaviour at all touchpoints. Our client was faced with the task of building its future campaigns on a data-driven basis.
The solution
Added value
We helped our client build one of the first agile data-driven marketing organisations. This enabled the company to establish itself as a leading start-up in the automotive industry.
The challenge
Our client wants to position itself as a pioneer in e-mobility. Without the right processes and structures in place, the client is unable to scale its marketing measures to build a strong brand.
The solution
Added value