# Data-driven marketing: what it is and how it works
> Data-driven marketing uses evidence to guide decisions about audiences, messages, channels and resources.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/data-driven-marketing.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## 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.

## Related concepts

- [Marketing audit](https://www.zorraquino.com/en/dictionary/digital-marketing/marketing-audit.html)
- [Email marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/email-marketing.html)
- [Inbound marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/inbound-marketing.html)