Data-driven marketing: How to get started and succeed

Karol Andruszków
Co-founder and CEO of Concept21
Graphic with a photo of highway with purple background and the words "Data-Driven Marketing""

Are you tired of guessing and hoping your marketing campaigns will be successful? It's time to ditch the guesswork and embrace the power of data-driven marketing. Using data to inform your marketing decisions, you can create more targeted, effective campaigns that drive actual results. This article will dive into data-driven marketing and show you how to use data to take your marketing to the next level. So let's start using data to drive our marketing decisions and dominate the competition! 

What is data-driven marketing? 

Benefits of data-driven marketing

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Thought-provoking data-driven marketing statistics

How to start data-driven marketing? 

1. Gathering the correct data

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If you're ready to start using data to inform your marketing decisions, the first step is to identify the data that will be most valuable to you. This can include: 


→ customer demographics,

→ website analytics, 

→ social media metrics, 

→ … and more.


To determine the data you need, start by identifying your marketing goals and objectives. For example, if you're trying to increase website traffic, you should focus on data related to website visitors and their behavior on your site. You should gather data on customer demographics and purchasing habits to improve customer retention. By identifying the data that will be most helpful, you can ensure that you're using the correct data to inform your marketing decisions and drive better results.


Also, find out how you can get the type of date that you need. For example, Google Analytics is an excellent tool for tracking website traffic and user behavior. At the same time, social media platforms like Facebook and Instagram offer insights into your followers and their interactions with your brand. Feel free to get creative and think outside the box. Plenty of data sources are available to help you gain valuable insights into your customers and your marketing efforts. 


There are tons of tools and techniques to help you do this, but some of the most popular and effective ones include the following: 


→ Google Analytics: A free website analytics tool that tracks and analyzes website traffic, user behavior, and conversion rates.


A/B testing tools: Tools like Optimizely and VWO allow you to test different versions of a marketing element (e.g., a landing page, email subject line) to see which one performs better.


Customer relationship management (CRM) software: CRM tools like Salesforce and HubSpot allow you to manage and analyze customer data in one place.


Social media analytics tools: Hootsuite and Sprout Social allow you to track and analyze social media metrics, such as engagement and follower growth.


Using these tools and techniques, you'll be able to collect and analyze data that will help you make informed marketing decisions and drive better results.

2. Using data to inform marketing decisions

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Curious about how to use data to improve targeting, messaging, and campaign planning? This may seem intimidating at first, but it's pretty simple. For example, let's say you're running a Facebook ad campaign. By analyzing data on your target audience's demographics, interests, and behaviors, you can create more targeted ads that speak directly to their needs and interests. Or, let's say you're running an email marketing campaign. By analyzing data on your subscribers' engagement and click-through rates, you can optimize your messaging and subject lines to increase the chances that they'll open and click on your emails.

💡The key is to use data to inform your marketing decisions rather than relying on assumptions or gut feelings.

Accurate data is crucial for making segmentation and personalization in marketing (this is trendy right now!). Using data to segment your audience into smaller groups based on shared characteristics and behaviors, you can create targeted marketing campaigns that speak directly to their needs and interests. This increases the effectiveness of your campaigns, enhances the customer experience, and builds stronger relationships with your audience. 

3. Implementing data-driven marketing strategies

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a) Define goals and objectives

Whether it's increasing website traffic, boosting conversions, or building brand awareness, having clear goals and objectives will help you focus your data-driven marketing efforts and measure success. So take some time to think about what you want to accomplish, and make sure your goals are specific, measurable, achievable, relevant, and time-bound (SMART). Once you have your goals in place, you can start using data to track your progress and optimize your marketing efforts to achieve your desired results.

b) Developing a plan and budget

Developing a data-driven marketing plan and budget is essential for maximizing your campaigns' effectiveness and your return on investment. Determine the budget you need to allocate to data collection, analysis, and implementation of your marketing strategies. Regularly review and update your data-driven marketing plan and budget to ensure you're always making the most of your data and staying ahead of the competition.

💡Don't skimp on this budget - investing in data-driven marketing will pay off in the long run.

c) Measuring and analyzing results to optimize strategies

So you've gathered your data and implemented your data-driven marketing strategies, but now what? It's time to measure and analyze your results to see what's working and what needs to be optimized. This is where data-driven marketing shines, as you can use data to track your progress and make informed decisions about what to do next. Whether adjusting your targeting and messaging or launching a new campaign, data-driven marketing gives you the insights you need to make the right moves and achieve your marketing goals.

💡Don't just gather data and forget about it - use it to drive your marketing decisions and optimize your strategies for maximum success.

How to start data-driven marketing? 

Here’s how some of the big names use data-driven marketing…


→ Netflix suggests personalized movie and TV show recommendations to users based on their viewing history.


→ Amazon personalizes product recommendations for each customer based on their browsing and purchasing history.


→ Airbnb matches travelers with the most suitable vacation rentals based on their preferences and past bookings.


→ Spotify creates personalized playlists for each user based on their listening history and preferences.


→ Google personalizes search results for each user based on their location, search history, and other factors.

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The role of data-driven marketing in the future - Summary

If you want to succeed with data-driven marketing, it's crucial that you stay on top of your data and continuously review and update it. This means regularly checking your analytics, gathering customer feedback, and experimenting with different approaches to see what works best. And remember to collaborate with your cross-functional teams! Data-driven marketing is a team effort, and by bringing together diverse perspectives and expertise, you can create more effective campaigns and drive better results. So feel free to get everyone in the room and brainstorm new ideas and strategies based on data. The more you can harness your team's power and data, the more successful you'll be in data-driven marketing.

Data-driven marketing - FAQ

Karol Andruszków
Co-founder and CEO of Concept21

Karol is a serial entrepreneur, e-commerce speaker, and founder of 3 startups. He advised hundreds of companies and was responsible for projects worth over EUR 50 million for financial institutions in Europe.


He earned two master's degrees - Computer Science and Marketing Management - from Poland and Portugal. He has over ten years of experience in Silicon Valley, Poland, Portugal, USA, and UK, helping startups, financial institutions, and SMEs improve their functioning through digitization.