At this point, it’s cliché to emphasize the potential benefits of leveraging data to innovate and advance your marketing efforts. Every marketer knows the value of a data-driven campaign. But being “data-driven” is still elusive. Sure, data is used here and there, but the breadth of available data is largely untapped.
Beyond transactional records and CRM databases, there is the incredible depth of interaction data that can be used to strengthen modern marketing and advertising efforts. There are contextualizing public data sources like census demographics, macroeconomic indicators, weather records, social media posts and responses, and so on. Last, but certainly not least, are datasets generated from the targeted use of platforms like SurveyMonkey.
How can marketers use data more effectively? For starters, they can learn to think more like data scientists.