Big data adoption is an overwhelming process for companies of every size. It takes a lot of research and hard work to find the right data and means of implementation to influence business decisions. However, in the end, it’s not the data that makes the impact. It’s what your company does with it.
The ability to gain insights and drive decision-making with data is essential to success. As our Managing Partner Bob Murphy said on the blog, it’s time for marketing to use data-driven insights to connect efforts directly to Impact on Growth.
With data, your company can truly refine the who, the where, the what and the why of its intentions. By understanding the habits of your company’s ideal customer – current or future – the marketing department can engage them when it really matters. Putting the right information in front of customers at the right time makes all the difference.
Companies should absolutely use data to shape their influence with customers. Only after examining buyers’ deepest needs can a company become truly relevant. After the initial purchase cycle, data should be utilized to shape customers’ habits of return, which is equally important. Develop a strategy to turn buyers into advocates.
Data has the potential to make a powerful impact on your company’s marketing optimization efforts. If your organization is wondering how much money across which channels leads to the biggest impact, look at the numbers. This is the way to link marketing efforts directly to Impact on Growth, an essential step in moving forward.
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