Using data within a digital marketing strategy helps brands get to know their customers better and connect with them deeply, extending their life cycle and behavior.
Data is an element that should not be left out of your marketing strategy, whether digital or not. As there are more and more communication channels, the customer journey is changing.
“Nowadays you cannot talk about a digital marketing strategy if we do not rely on data”, shared Cristina Raunich, Director of Marketing at Segundamano, in her presentation at the National Congress of Digital Marketing 2018.
Whether online or offline, it is necessary to know about the experience customers have with the brand. Due to customization, users now want brands to recognize them and give them what they want or need.
But how can a brand know what the customer likes? Through the Digital Footprint, the track of information that a user leaves when doing online activity. Unfortunately, the amount of data that a single person leaves on the Internet is enormous.
According to El Economista, in 2012 the data generated per person was 500 MB. However, in 2025 it will be 62 GB per person. That means there will be more data than grains of sand and most of it will come from computers.
To know what data is relevant to marketing, you need to ask yourself a couple of questions: Do people use the product? Why? How often?
After answering the previous questions, the metrics to be used must be defined. Preferably those which provide information to improve or optimize the brand. Finally, you must find a North Star Metric (NSM) or the metric that captures the main value that your product offers.
For example, Amazon’s NSM is the amount of purchases per subscriber and for Facebook it is the time spent on the platform.
However, it is useless to have a lot of data and not know what will give success to the brand. According to Raunich, the way to define the metrics, depending on the objective of the site, are these:
- Increase brand awareness: reach
- Generate engagement: interactions, inbound links
- Produce site visits: visits, time on site
- Create leads: conversions
- Close sales: online vs. offline sales, or effective sales
- Retain users: recurrence of use in a defined time
Finally, the use of data to improve a digital marketing strategy requires an interdisciplinary team. The analytics and data, marketing, and product teams are needed to work together. In this way, the team will be able to rely on the data to carry out a successful marketing strategy.