DeBerry De-Bunks: Data-Informed Marketing

How to use a data-informed marketing strategy

5 reasons why you should be using a data-informed marketing strategy

Data has undoubtedly become a popular word across all industries. As marketers we know that data has quickly evolved from being a nice-to-have to a necessary component of any digital marketing campaign. Data should be used to measure and guide success, but with so many potential data points and metrics, how do you go about making sense of it all? From measuring engagement on your website and social posts to understanding how people interact with your content across digital platforms, the list of metrics you can identify and track to determine success are endless. But analyzing the data isn’t just about monitoring whether your clicks to the website have increased or decreased since the last time you hit “refresh” on your browser’s dashboard.

Data is only helpful if you’re able to analyze your information and make connections to reveal insights. The key to crafting a strategy that works is to remember that while numbers are powerful, you have to leave room for intuition and creativity to play a role in the process. There needs to be a fine balance between the qualitative and the quantitative insights that factor into your decision making.

Human reasoning and creativity are important elements that should guide us to make connections and are critical components of the data-informed approach.

Here are 5 reasons why a successful marketing strategy must be data-informed

1. Numbers don't lie.

Analytics are worth more than a feeling. While you may feel like the creative components and ad copy of a new digital display advertising campaign are strong, the truth is that you won’t be able to truly understand its impact until you launch the ad and begin to monitor the results. Once you give the ad ample time to perform, then and only then, can you determine if it’s measuring up to the Key Performance Indicators (KPIs) of your campaign.

2. Indicators of success allow you to be flexible.

Gone are the days of traditional marketing tactics that required you to produce an ad, only to leave it up and running for weeks or months before you were able to refresh the messaging and creative. We’re talking about mediums like billboards, magazine spreads, etc. While traditional media still has a role in the marketing mix, digital advertising is unique in that it affords marketers the ability to be nimble and change course the minute we arrive at the conclusion that we must pivot. Digital ad platforms still require changes to be reviewed for compliance, but the turnaround time for a digital ad revision

3. Measures can uncover insightful gems of knowledge.

It isn’t enough to see that you’ve increased your pageviews or unique visitors to your website. These numbers alone cannot denote success. There is often more underlying information that is waiting to be discovered. You have to go beyond identifying that pageviews or unique visitors have increased by an impressive percentage. This is where you’ll come to find gems of knowledge and insights to help inform your marketing strategy. As digital marketers we have to push ourselves to look beyond the superficial topline metrics and continuously be thinking of new questions to be asked and answered with the data.

4. Data can prove whether your content has connected in a meaningful way.

Any marketer can find metrics to report out that are large and in charge. But the key is to knowing whether the impressive metrics actually indicate success. To say that your video received thousands of views can be impressive, but the goal should always be to dive deeper. Measuring engagement is far more important than reporting out a passive number like total video views. The more powerful angle here would be to take it a step further and analyze metrics such as video percentage watched or video shares.

5. Data can tell a story.

Digital advertising metrics are the building blocks to proving your campaign’s success. But it isn’t enough to simply provide topline numbers in a body of an email to prove your effectiveness. Data visualization can help bring the story of your digital marketing campaign’s success to life. A Harvard Business Review article titled “How to Tell a Story with Data” groups audiences into five types: novice, generalist, managerial, expert, and executive. When you’re developing your narrative it’s important to keep your audience in mind so they’re able to connect with the insights and find the information useful. Remember that good data visualization humanizes your results and makes your outcomes more tangible.

Interested in creating a strategic data-informed approach for your next digital marketing campaign? Contact us at

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