Marketing has always been about numbers. Number of conversions, number of sales, number of customers, et. cetera, et. cetera. While on the surface it looks to be all about words and concepts and clever ideas, that’s just the method to hit all those numbers. Without the numbers themselves, the words are meaningless. It is impossible to think about marketing without thinking about the broader concept of data driven marketing.
So, what does data driven marketing mean? Well, it means that you have to drive your marketing plan and concepts by the data you have available to you. If you put out a new marketing strategy, and two months in you have no leads or no sales then you would be a fool to persevere with the strategy. The numbers are telling you something, the numbers are telling you that you need to change tack. The numbers can guide you in your decision making.
This has always been the case with marketing. But in the digital era, this has only been magnified. And it’s been magnified a lot. In the digital world there is every manner of data driven marketing tool you could possibly imagine. Have a flick through any data visualisation dashboard like Google analytics, and there are a plethora of options to choose from that you can use to analyse the numbers of your marketing campaign.
Each piece of data can track and record all the different trends of your marketing. You can find out where you are going right and where you are going wrong. You can see what marketing ideas might be worth giving a bit more of a chance, and which ones you should be ceasing immediately. Hopefully, you might even see a few where you can give yourself a pat on the back for a job well done.