Today’s consumers are everywhere, all at once. Every click, connection and transaction generates data. But turning that data into something useful? That’s where many businesses struggle. Here’s why a data-led marketing strategy is the answer.
Often, the elevator pitch for data-led marketing sounds, well, a bit like a marketing spiel! “Faster. Better. Clearer. More accurate.” And don’t get us wrong, this is all true – but only if you get your data strategy right. Data-led marketing is only as good as the quality of data that its foundations are built on.
At Denfield, we believe in the power of data. It helps us truly understand your audience, track how different touchpoints work together and, ultimately, improve your ROI. It’s what makes our campaigns hit the mark.
We’ve pulled a few key insights from our data marketing playbook to show you how our Data & Insight team makes it all happen.
- Benchmarking against the industry
Before you can measure success, you need a baseline. Looking at industry benchmarks helps us understand where you currently stand and how you can outperform your competitors.
We analyse key metrics like SEO performance, share of voice, campaign conversion rates and customer surveys, and we review competitor pricing strategies and feedback. These insights guide us in crafting a strategy that gives you an edge.
- Setting the right KPIs
Key performance indicators (KPIs) are one of the most important pieces of information that your business has at its disposal. The most successful KPIs align with your business goals and provide meaningful feedback to steer your direction.
When defining these KPIs, they need to be focused on the effectiveness and appropriateness evaluated against the objectives of the business. Using the SMART criteria (Specific, Measurable, Attainable, Relevant, Time-bound), we ensure every KPI we track is working toward real business impact.
- Understanding your audience
Data helps us create detailed customer profiles, so we can tailor messaging that actually resonates. The result? Higher engagement and better conversion rates.
We can create a visual representation of your ideal and potential customers. This helps us to prioritise leads, tailor marketing messages and increase the chances of converting prospects. Regular deep dives into customer data also help us identify trends and new opportunities for engagement.
- Tracking what matters
We use several tools to allow our websites to provide data on your audience’s behaviour. Tools like form analysis, A/B testing, heatmaps and session recording help us gain a deeper understanding of their drivers, preferences and pain points. This allows us to evolve and adapt our KPIs, calls to action and develop user journeys that feel natural and effortless. This data allows us to optimise the data gathering process over time, an ongoing improvement that ensures data being recorded meets the highest quality possible.
But your KPIs are only as successful as the template and interface they are presented in. Google Analytics is one of our go-to platforms as it’s built for understanding customer behaviour and conversion paths. By tracking interactions across every channel, we quickly pinpoint what’s working – and what’s not – and fine-tune our approach accordingly.
- Connecting the dots
We’ve already established that a consumer’s decision to purchase is shaped by an ecosystem of channels and touchpoints. A common mistake companies make is focusing too much on individual channels, not the big picture.
Many businesses work in silos (not of the grain storing variety!), keeping valuable data locked away in separate teams. Unifying your data in a GDPR-compliant manner gives you a holistic view of your customer journey and helps you ask the right questions.
By completing all of these steps, we can complete the most important step of your data strategy! Reporting and analysis post-campaign will allow us to identify actionable insights, KPI performance, trends, opportunities and much more!
Level-up your data strategy with Denfield
While instincts still play a huge role in a compelling and creative marketing strategy, a data-led strategy is an art form in itself.
At Denfield, we combine the strengths of our creative team with data-led insights. We help brands communicate more effectively, measure success and plan their next move with confidence.
Using CRM tools and marketing automation platforms, you can unify your data and gain a clearer understanding of how all your channels work together to deliver results. And yes, navigating data privacy can be complex, but extracting actionable insights while staying compliant is absolutely possible. Just ask our ISO-accredited agency!
We’re all about delivering the right message, through the right channels, in the most effective and creative way. If you’re ready to take a data-driven approach to your marketing, let’s talk!
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