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8 Examples of Data-Driven Marketing

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Data-driven marketing is the use of data to develop marketing strategy and optimize marketing operations. This includes approaches such as market research, analytics, decision support tools, automation and business experiments. The following are illustrative examples of data-driven marketing.

Promotion

An digital advertising platform is able to identity potential customers for an airline based on context and behavior and reach those customers with ads.

Conversions

A business software company reduces its cost per lead by testing new landing pages each week against those currently known to have the best conversion rate.

Pricing

A shoe retailer finds that most customers on Tuesdays and Wednesdays are in their 20s. The retailer is also aware from data that these customers are more price sensitive than those in their 30s or 40s. They launch a promotion on Tuesdays and Wednesdays as a way to optimize their price discrimination strategy.

Locations

A convenience store chain examines government data related to the traffic on streets and passengers handled by train stations to identify potential high traffic locations. They discover a train station with high passenger traffic that only has one competitor in the area. They open a location that is visible from the exit of the station.

Sales

A business-to-business sales team assigns a probability to all deals in the pipeline to prioritize resources and predict revenue. This is based on intelligence such as whether the customer has budget allocated for a purchase.

Customer Experience

An airline experiments with its mix of healthy snacks versus junk foods at its airport lounges and correlates results to customer satisfaction ratings. The airline finds that healthy stuff, particularly fresh foods, result in higher satisfaction.

Branding

A firm conducts market research to understand how customers will perceive new brand symbols such as a redesigned logo.

Product Development

A bicycle helmet manufacturer plans to release a new model in 6 colors. The manufacturer selects 24 potential colors based on the creative insight of designers and colors that have sold well in the past. They initially launch all 24 colors on their ecommerce site by producing small batches of each color. Those that sell best are selected for the mass production runs of 6 colors.
Overview: Data-Driven Marketing
Type
Definition
The use of data to develop marketing strategy and optimize marketing operations.
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Above The Line
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Adoption Lifecycle
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Barriers To Entry
Below The Line
Bliss Point
Brand Awareness
Brand Engagement
Brand Identity
Brand Loyalty
Brand Recall
Branding
Bricks And Clicks
Business Operations
Business Principles
Business Strategy
Buyer Persona
Call To Action
Channel Conflict
Channel Management
Channel Strategy
Channel Structure
Churn Rate
Competitive Threat
Complex Sales
Conversion Rate
Corporate Governance
Cost Leadership
Cost Per Lead
Cross-Selling
Customer Advocacy
Customer Analysis
Customer Dissatisfaction
Customer Experience
Customer Interactions
Customer Issues
Customer Journey
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Demand Generation
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Figure Of Merit
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In-Store Marketing
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Market Analysis
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Premiumisation
Price Discrimination
Price Economics
Price Leadership
Price Points
Price Sensitivity
Price Skimming
Price War
Pricing
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Product Development
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