# Fine-tune campaigns · Data Trends 2019 · Zorraquino
> Using data to find out what sells and what doesn’t.
URL: https://www.zorraquino.com/en/trends/data-trends-2019/fine-tune-campaigns

![Fine-tune campaigns: Using data to find out what sells and what doesn’t.](https://cdn.sanity.io/images/0w1142l8/production/747305d20a504e433a220d028431b6bdff0d2b1d-1442x1080.webp/fine-tune-campaigns-using-data-to-find-out-what-sells-and-what-doesn-t.webp?w=1600&fit=max&auto=format&q=85)

Trend 03

# Fine-tune campaigns

1. [Data Trends 2019Home](https://www.zorraquino.com/en/trends/data-trends-2019)
2. [Trend 01Recommend](https://www.zorraquino.com/en/trends/data-trends-2019/recommend)
3. [Trend 02Design products](https://www.zorraquino.com/en/trends/data-trends-2019/design-products)
4. [Trend 03Fine-tune campaigns](https://www.zorraquino.com/en/trends/data-trends-2019/fine-tune-campaigns)
5. [Trend 04Automate](https://www.zorraquino.com/en/trends/data-trends-2019/automate)
6. [Trend 05Improve logistics](https://www.zorraquino.com/en/trends/data-trends-2019/improve-logistics)
7. [Trend 06Cluster](https://www.zorraquino.com/en/trends/data-trends-2019/cluster)
8. [Trend 07Understand reality](https://www.zorraquino.com/en/trends/data-trends-2019/understand-reality)
9. [Trend 08More data sources](https://www.zorraquino.com/en/trends/data-trends-2019/more-data-sources)
10. [Trend 09More types of data](https://www.zorraquino.com/en/trends/data-trends-2019/more-data-types)
11. [Trend 10A-commerce arrives](https://www.zorraquino.com/en/trends/data-trends-2019/a-commerce-arrives)
12. [Trend 11Integration & Open Data](https://www.zorraquino.com/en/trends/data-trends-2019/integration-and-open-data)
13. [Trend 12New players](https://www.zorraquino.com/en/trends/data-trends-2019/new-players)
14. [Trend 13Visual Data & Storytelling](https://www.zorraquino.com/en/trends/data-trends-2019/visual-data-and-storytelling)

Fine-tune campaigns

Using data to find out what sells and what doesn’t.

## In short

A growing volume of data to identify what works.

Greater capacity for analysis.

Changes possible in real time.

Mathematical models needed to process data.

Programmatic advertising continues and keeps growing.

Told by Think with Google, as an example of how data can help improve the effectiveness of campaigns.

The Allianz case and the effectiveness of its campaigns.

## Cases

01 / 04

## More on the trend

### References

- [Cómo Allianz optimizó a través de YouTube y el SEM su estrategia de medios](https://www.thinkwithgoogle.com/intl/es-es/canales-de-publicidad/video/c%C3%B3mo-allianz-optimiz%C3%B3-trav%C3%A9s-de-youtube-y-el-sem-su-estrategia-de-medios/)
- [What is Programmatic Marketing? | Smart Insights](https://www.smartinsights.com/internet-advertising/internet-advertising-targeting/what-is-programmatic-marketing/)
- [Programmatic Ad Buying: 5 Examples of Brands Getting it Right](https://blog.globalwebindex.com/marketing/programmatic-ad-buying/)

Pages 27–40 of the report

[![Automate: Data to replace humans.](https://cdn.sanity.io/images/0w1142l8/production/d393694136d6afb71ddedd126785428870999a2d-1600x1199.webp/automate-data-to-replace-humans.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/data-trends-2019/automate)

Next trend · 04

[Automate](https://www.zorraquino.com/en/trends/data-trends-2019/automate)