6 reasons why you need data driven marketing

6 Reasons

why you need data
driven marketing


From

MAD
MEN

to

SAD
MEN


THE 60s ADMAN:

witty,
urbane,
sophisticated.


THE 60s ADMAN:

But

FLAWED.

Don Draper created campaigns on

INSTINCT. Acting more on
FEELING than THINKING.


He had some SUCCESS.

But far more FAILURES
…you never heard about.


Today’s Mad Man drives marketing with

DATA.


INSTINCTS are GOOD.
INSIGHT is BETTER.


Without DATA, an
INSIGHT is just a HUNCH.
Without DATA, a MAD
MAN is a SAD MAN.


TODAY’S marketer
is POSITIVE
ABOUT DATA.

Data gathered from
SOCIAL TRENDS, WEB CONTENT…
... and YOUR OWN CRM.


There are many reasons to adopt
a marketing strategy based on
DATA-DRIVEN INSIGHT.

HERE ARE SIX.


REASON 1:
BECAUSE DATA IS EVERYWHERE.


Where does useful data
COME FROM?
Chances are it’s
ALREADY IN YOUR BUSINESS.


A well-designed CRM programme can

COLLECT and ANALYSE...

… serving up

INSIGHTS ON A PLATE.

43%

of customers use fewer than half the features they have on their CRM

INSIGHTS come EASIER if you use CRM smarter.


REASON 2:
BECAUSE EVERYONE IS DOING IT.


Gartner predicts CRM will be a

$36bn sector
by 2017.
Still think guesstimates and gut
instincts are the way to go?


Without DATA,

EVEN A GENIUS
GETS IT WRONG.


91%
of companies with more than

11 people use CRM.

50%
But only

OF SUB-10-PERSON companies.

(Is CRM how a sub-10 turns into an SME?)


REASON 3:
BECAUSE CONTENT OWNS YOUR
CAMPAIGN.


Your brand today is

WHATEVER
PEOPLE SAY IT IS.
The customer’s impression of you
is a collage of snippets, articles,
blogs and PDFs and Tweets.
Your campaign is

CONTENT.


25%
of customers who used Twitter and
Facebook to communicate…

expected an answer

WITHIN ONE HOUR.


Campaigning today isn’t so much REACHING OUT, as POINTING OUT.

Make sure your CRM can

WRAP AROUND
THE CAMPAIGN.


REASON 4:
BECAUSE DATA MAKES IT
MEASURABLE.