Big Data + Marketing = #Winning

Data driven marketing is like a spy game. Your clients’ data has the ability to provide you with a lot of “intelligence” that you can utilize to make decisions about your marketing strategy. This info in turn allows you and your team to hyper target your clients, stretch budgets and impact your bottom line.What is data driven marketing? Basically, the better you know your target audience and prospective audience, the more effective your marketing. I call this #Winning.

Imagine you have a client database of 1 million. I know I’ve talked you to death about the impact (or lack thereof) of email marketing, but let’s just say you want to send an email to them. Assume an open rate of 1% (on a good day). That’s 10,000 people who opened your email (but who knows if they actually read it). NOW, imagine you take a data driven approach and you segment your list and target only those who are in a certain zip code, or have a particular buying history or just moved into your company’s target zone. You could target them with direct mail and/or social media and improve your effectiveness.

If you’re overwhelmed at the thought of utilizing your data, the first step to big data marketing is to compile hundreds of data points from your current customers, influencers and competitors. Then, take some time to analyze it and connect the dots. Who are you trying to target and how?

Data driven marketing allows you to go through every direct mail recipient, email, Twitter follower, LinkedIn follower, etc. and pinpoint specific traits, like:

  • Name
  • Age
  • Gender
  • Location
  • Social handles
  • Social reach
  • Education
  • Occupation interests
  • Geo-tagged content
  • Brand preferences
  • Interests
  • Income bracket

From these subsets you can make business and marketing decisions to ensure you’re targeting the proper people with your most effective messages. Your data will tell you exactly who your customers are and how they should be communicated to.

I’m sure you’ve spent a lot of time and effort creating a customer database. Target them more effectively with personalized messaging. Be like Charlie Sheen. #Winning.