Data-driven marketing
Data-driven marketing uses evidence to guide decisions about audiences, messages, channels and resources
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It requires relevant data, suitable methods of analysis and clear objectives. It should combine measurement with an understanding of context. Having a lot of data does not guarantee good decisions if there are biases, quality problems or indicators that do not reflect the intended outcome.
Topics
Variants and linked concepts
- Database marketing. Database marketing uses contact information to guide actions. It requires quality, permissions and up-to-date records.
- One-to-one marketing. One-to-one personalisation adapts an interaction to individual data. It should be relevant and respect the person's preferences.