The importance of data in your marketing strategy.

09 February

Camille Macaudière

Category: Data


Since time immemorial, brands have been collecting a considerable amount of data, ranging from customer emails and receipts to the number of visits per month to their e-commerce site. Data which, until a few years ago, was little or never used as part of a marketing strategy.

Faced with the rejection of mass e-mailings and the desire of customers to be solicited in a more targeted way, brands had to face the facts: they had to build a strategy that put personalization at the heart of their actions. This is where data comes in.

So what do we mean by "data marketing strategy"?

All the data collected by brands, whatever its source, is a gold mine for CRM managers and marketers in the broadest sense. They are, in a way, the customer's identity card: preferred store, shopping habits, engagement on social networks, average basket, journey on the e-commerce site... Any information gathered can be used as part of its marketing strategy (in compliance with the RGPD of course, which stipulates that only data used by the brand can be retained within a 3-year limit).

A data marketing strategy therefore involves basing your marketing strategy on the data collected from your customers, and then offering them more personalized communications and offers.

What are the advantages of Data Driven Marketing?

As long as youunify the data you collect, cleanse it regularly and update it as often as possible, so that you always have a 360° view of your contacts ready for use, Data Driven Marketing will enable you to :

  • Know your contacts precisely to better segment your audiences according to their preferences and habits: the more data you have on a customer, the easier it will be to add them to one or more segments and share content that really concerns them.
  • Adapt your marketing strategy to your audience for better conversion: have you analyzed your data and noticed that your customers buy more often from your e-commerce site on Thursdays from 8pm? You can set up a newsletter on Thursdays around 6 p.m., targeting only those people who usually buy on Thursdays from 6 p.m. onwards.
  • Identify all your customer typologies for a better experience and increased engagement: your loyal customers may not be the ones you think of at first glance. A customer who buys infrequently but has had a high shopping basket for several years should be considered a loyal customer just as much as a customer who buys very often but has a low average basket. The challenge for CRM managers is to offer them an experience that adapts to their habits, and that will make them want to commit to the brand for many years to come.
  • Personalize your messages according to audience for better retention and a higher repurchase rate: your data analysis has enabled you to notice that black high-waisted jeans are your top product of the moment? You can set up a personalized email campaign to promote these jeans to customers who are used to buying either black jeans or high-waisted pants, but who haven't yet bought the famous high-waisted black jeans.
  • Respect your customers' wishes while optimizing your costs: Data Driven Marketing is the answer to the number 1 adage of today's marketers: "communicate less but communicate better". There's no point in sending a message to your entire customer base if it only concerns a tiny fraction of them. It's better to limit your e-mailings but target your audience more effectively. This will enable you to keep your costs down, while keeping your customers satisfied with the communications they receive, and respecting the planet (less emailing in a vacuum).

A data marketing strategy has nothing but good points to offer: better customer knowledgeThe question now is: what are you waiting for to contact us?