Data-driven marketing is the new normal, so simplified data accessibility should be too!
In this era of fierce competition and ever-evolving consumer needs, data is a source marketers can count on to cut through the noise and get their message across to the right audience. With data-driven marketing, brands can build modeled audiences, execute hyper-personalized campaigns, target high-value customers accurately, and keep their best customers loyal.
While all this is great, using data for advertising comes with obstacles.
You can even call it a double-edged sword. If you don’t have data ready to be processed quickly, as needed, it won’t serve your brand well. So, if you hope to revamp your strategy with data-driven marketing, here’s how to get things in order!
Focus on Data Enrichment
The core strength of any data-driven marketing campaign lies in the data you have directly gathered from your customers- first-party data. Customer demographics, purchase history, website activity, mobile app data, and loyalty program data are all examples of first-party data. However, not all brands have sufficient first-party data, especially when they are beginning to establish themselves in the market.
Here’s when data enrichment becomes critical. Complimenting your first-party data with reliable third-party data can validate your data, fill in the gaps, and enhance the information available. First-party data enrichment is essential for contextualizing the data in your hands to understand your customers better.
Data-driven marketing tools combine first-party, second-party, and third-party data to provide a comprehensive overview of your target customers. They are also invaluable for gaining insights into customer behavior and market trends to capitalize on new opportunities. But, the efficacy of these tools only extends as far as the quality of the data you input.
Ensure the Data Is Clean and Updated
Access to clean and robust first-party and third-party data is not just a luxury anymore. It is a strategic necessity. Your data quality, relevance, and accuracy will determine the efficacy of your marketing campaign. This means that having sufficient data alone isn’t really sufficient. Following the best data hygiene practices to ensure it’s cleaned and updated regularly is equally vital.
Clean data refers to data free from errors, inconsistencies, and duplications that may otherwise lead to inaccurate decision-making and wastage of resources. It’s also important to have complete data which includes all the essential information useful for data analysis. More importantly, ensure you are compliant with the data protection regulations and have the right to use the data.
Data Accessibility
Marketers, from interns to CMOs, need data that’s not locked away in some distant cloud. It should be promptly accessible for use. It’s about having data at your fingertips to build audiences for pinpoint targeting.
But that’s not everything. Brands also need to utilize data-driven marketing tools that both democratize access and break down the analytics complexity to facilitate interpretation. This helps marketers optimize the predictive capabilities of customer data and increase ROI of their efforts.
As you might have gathered, the benefits of having clean, enriched, and easily accessible data are manifold. But having it all in one access point can elevate your marketing game. Here’s when reliable data-driven marketing tools like Speedeon’s AudienceMaker come in handy.
Speedeon’s AudienceMaker Customer Intelligence Platform
AudienceMaker is a game-changer in ensuring your data is not just cleansed but connected and enriched. This tool empowers marketing teams of all sizes and sophistication levels, providing a user-friendly interface that democratizes data access.
Now, everyone in the team can seamlessly tap into the wealth of insights, transforming raw data into a powerful asset for precision targeting and strategic decision-making.
AudienceMaker makes it possible for marketers to:
➡️Quickly clean & enrich their first-party data
➡️Access Speedeon’s world-class marketing database
➡️Build predictive models & custom target audiences
➡️Activate lists for direct marketing
How Can You Use Customer Intelligence Platforms to Launch Hyper-Targeted Experiences with Ease?
Data-driven marketing has become the norm today because it gives advertisers a high level of targeting precision – essential for delivering highly personalized solutions for the right customers at the right time.
Speedeon’s 2024 AudienceMaker Use Case Lookbook gives marketers 10+ actionable thought-starts on how they can use the platform – and all of the amazing data packed inside – to launch data-driven marketing initiatives.
Let’s take a sneak peek right now at the top use cases related to easily accessing and utilizing marketing data.
Create Direct Mail Ready Audiences
Direct mail is often the unsung hero of marketing, seamlessly merging personal connection with targeted efficiency. According to marketers, simply adding mail improves omnichannel response from 51% to 83% – that’s a 63% lift in response rates.
Not only does AudienceMaker offer highly deliverable data that’s ready to get your brand in front of customers and prospects. The platform also provides mail partner flexibility.
Case in point: a national brand, once shackled by a one-size-fits-all direct mail solution, broke free with AudienceMaker. They curated top-notch audiences and retained printer choice. The kicker? Annual savings skyrocketed to a jaw-dropping $750,000.
That’s the impact of breaking free from an oversized agreement with an all-in direct mail provider. With a national database at their fingertips, teams effortlessly craft tailor-made audiences, and send them to the provider that best matches their printing needs and at the best price point.
Download the full AudienceMaker Use Case Lookbook here. →
Turn Life Events into Leads with First-Party Data Enrichment
To keep up with consumers, recognizing the impact of significant life events is crucial.
Milestones like marriage, pregnancy, or relocation can profoundly shape consumer needs and spending priorities. With data-driven marketing tools, you can implement trigger campaigns to carry your marketing message when your customer needs it.
Consider the practical application for an insurance brand: identifying newlyweds as a prime audience for life insurance policies.
AudienceMaker, with its extensive database featuring over 1,000 data points, including valuable life events data from Speedeon, equips marketers with the precision to tailor campaigns to the right audience at precisely the opportune moment. It’s not just about data. It’s about leveraging timely and pertinent information to create targeted campaigns that resonate and drive meaningful engagement.
Fuel Your CDP with Third-Party Marketing Data Attributes
It’s not just about what you know about your customers; it’s about beefing up that knowledge with outside info.
That’s why enriching your first-party data with third-party data that then flows into your Customer Data Platform (CDP) is like unlocking a cheat code. This extra perspective is gold for fine-tuning how you deliver personalized interactions and buyer journeys.
For example, one AudienceMaker client utilizes the platform for first-party data enrichment with key Speedeon data points. For example, demographics, psychographics, interests, and even life events are all available for selection.
Third-party data attributes make your campaigns more relevant and appealing to your customer’s specific needs. It also cuts down ineffective marketing spend.
Segment Your Email Lists Intelligently
Email marketers, buckle up! Third-party data isn’t just a nice-to-have; it’s your secret sauce for supercharging campaigns. Move beyond the basics of demographics and in-house intel. With third-party data, tap into customer interests, behaviors, and shopping habits to turbocharge your segmentation game.
For example,
An apparel retailer could target football fans 🏈with tailgating style ideas.
A home goods brand could target 🤰🏼moms with nursery furniture.
A financial services brand could segment people who just had a boost in income.💸
The result? Hyper-personalized emails that hit the bullseye, connecting with recipients on a whole new level. It’s not about generic blasts; it’s about targeted precision that drives conversions and leaves your audience hungry for more.
Prioritizing Data Accessibility for Intelligent Audience Creation
Dive into the magic of Speedeon’s AudienceMaker in this snappy 2-minute demo video. Ever wondered how easy it is to tap into a national marketing database jam-packed with the freshest, most robust data?
Cruise through the platform to see how to up your targeting game effortlessly.
Hit play and let’s geek out together!
Download the full AudienceMaker Use Case Lookbook here. →
Marketing Like a Pro Starts with Access to Actionable Data and Insights
Quick data access is a must for savvy decision-making. Let’s talk about actionable data – because who has time for insights that don’t spark action? Cue Speedeon’s AudienceMaker, the unsung hero of on-demand data and actionable insights.
AudienceMaker empowers marketers to easily:
➡️Build prospect audiences
➡️Clean & enrich first-party data
➡️Export data to a CDP or ESP or printer
With these ingredients, you can say goodbye to hit-and-miss strategies that only drain your resources. Target the best prospects for your brand and enjoy a higher return on investment for your efforts. Data-driven marketing helps businesses boost engagement, retention, and loyalty while delivering a value-driven customer experience.
As a leading data-driven marketing company, Speedeon offers brands a plethora of resources to fine-tune their strategies and expand their clientele. If you’re serious about leveling up your marketing game, snag the AudienceMaker Use Case Lookbook. Download it now and let’s make those strategies pop! 🚀
