Sales POP - Purveyors of Propserity
Improving Your Use of Data in Your Marketing
Blog / Marketing / Dec 16, 2021 / Posted by Daniel Matthews / 1114

Improving Your Use of Data in Your Marketing


Data is an important aspect of our contemporary world. It is at the forefront of almost every area of our lives. The way we interact with the tools of the digital landscape means huge volumes of information are being collected, stored, and shared.

This makes for a useful tool in your marketing efforts. Data helps to make sure you can effectively engage with your target demographics in the ways they are most responsive to. It also directs your resources in the most appropriate areas. But this is not to say you’re going to be effective right off the bat.

Utilizing data effectively can take a little work. But it’s always worth finding ways you can improve your approach.

Know Your Needs

It’s difficult to make improvements if you don’t know where you’re struggling in the first place. It’s important to take a little time to analyze your campaigns to achieve the impact you want. Establish what aspects are missing opportunities to use data. This gives you space to explore potential adjustments.

This is something you should get your entire team involved with. Remember, it isn’t just your marketing team that knows your business. Members of different departments will have insights on new avenues to collect data and use it to boost sales. You can use these to determine and react to consumer needs more effectively.

It’s also wise to understand the current data expertise needs of your campaign. Data can be a complex subject and it’s not unusual to place investment in the wrong professional in the area. Data science and business analytics can both involve skills that include strategic expertise, business knowledge, and technological aptitude. The former is more focused on the gathering, processing, and analysis of raw data sets. The latter has a bridging role between science and business. Professionals use knowledge of the company’s goals to direct data analysis and interpretation. You have to utilize the expert most closely suited to your needs so you can get the most out of your data strategy.

Widen the Influence

Too often, marketing teams only apply data analytics in certain areas. This is usually because your team has years of expertise among them and an understanding of what has worked in the past. But you should remember the landscape is constantly changing. There is an increasing number of areas of your campaign that data can influence.

You should make data considerations a discussion point from the outset of your campaign meetings. There are several vital areas every business needs to explore when designing its marketing approach. This is likely to include aspects like an appropriate and legally compliant name if your company is new. You’ll also explore elements like trust signals and trade dress in your branding as you move forward. Each can be informed and driven more effectively by data. Make a point of highlighting what information you need to capture. Formalize how to apply this in each of your activities.

The important thing to remember throughout your planning is that data is vital to every area of your business activities. It is also present in all elements.  You can, therefore, collect, analyze, and use it to make your marketing efforts more effective. Be open to exploring the potential of data.

Stay Agile

When it comes to marketing, it is not enough to start a campaign and let it run its course. You might have some expected outcomes in mind from the outset. But these will rarely come to pass exactly as you plan. The market shifts and consumer needs develop. Even the attitudes of the communities you serve will change. Your marketing needs to be agile. Data can help with this.

Include regular points of data analysis throughout your campaign timeline. This might be something as simple as a weekly review of your social media insights. Look at data on what landing pages are popular as a result of campaigns. This can allow you to more effectively choose what content is hosted there. If your campaign is more ambitious, you could incorporate results of direct consumer feedback at the quarter or mid-way points. The key is to be proactive about responding to changes in real-time. This helps your campaign and methods remain relevant.

Get Personal

For at least the last couple of years, personalized experiences have become a basic expectation of customers. They demand these as a core part of their interactions with businesses. Most of your consumers will want your company to provide them with deals. They value high-quality marketing materials and convenient purchasing journeys. Using your data effectively ensures you can achieve this.

At the most basic level, you have to design your site to respond to customers’ tracked data. Geolocation can be a simple but effective tool to redirect visitors to a page or personalized content most relevant to their local area. If they have an account with you, make sure you’re using their purchase history. Alert them to similar products and items of interest. Provide customers with relevant video content on how to use and maintain the products they’ve purchased. Make sure you collect demographic data so you can personalize your marketing emails.


Data has a key role to play in making certain you can take your marketing efforts to the next level. Be clear on your current needs and which elements of your campaign your data can influence. Take an agile approach to your plans and adapt your marketing. Personalization is considered essential, so collect the data that makes this more impactful. The use of data in all areas of business is growing — you must establish efforts to stay on top of the best practices.

About Author

Daniel Matthews is a freelance writer from Boise, ID who has written for Social Media Today, Switch and Shift, Triple Pundit, and Jeff Bullas, among others. He specializes in company culture, sales and marketing, as well as tech, with a sprinkle of anything super-interesting in the world right now.


Sales Process Automation
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. For information on cookies and how you can disable them, visit our privacy and cookie policy.