Data is changing the very essence of marketing. Gone are the days of hunches and going with your gut. The integration of intelligence into decision-making — from customer segmentation and creative optimization to media buying and measurement — has become a marketing imperative, leading to marketing that’s more efficient, connected, and impactful. Advertising has traditionally relied on broad-reach vehicles like television, but the game has changed with device fragmentation. Today’s marketer can build on the solid foundation that TV still provides, and at the same time leverage the data it generates to forge ahead with innovative multi-channel marketing. Many marketing teams are already adopting data-driven strategies piecemeal, but few organizations are realizing the full potential of data-driven marketing.
It may seem complicated, but it doesn’t have to be. Working with a trusted partner — such as an integrated marketing platform or tested data-driven agency — can get you there by helping you hone in on the best technology to support your marketing, for any type of campaign. To show you how simple it can be, we’ve developed this data-driven marketing workflow, which highlights how data can inform and optimize every step of the marketing journey.