Data-Driven Marketing

Move away from the shotgun approach and towards a precisely tailored digital marketing strategy – with well-founded and data-based decisions.

Data Mesh in the Cloud

Find out more about the basics required for this perspective on data in our new Handelskraft Trend Book 2023 »Digital Horizon«!

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Our Data-Driven Marketing Services

Data-driven marketing helps you make the right decisions for your digital marketing campaigns. From basic concept to the implementation of targeted measures: the data experts of our digital marketing team are happy to advise and support you in taking your decisions to the next level.

Definition of personas and customer journeys using extensive analysis, e.g. cluster analysis
Support in the selection of tools for web analytics, feed engine and e-mail marketing
Optimisation and enrichment of your existing database
Development of a concept for linking different data sources

Implementation of tracking tools and events to collect data
Consulting on AI and machine learning methods to optimise digital marketing processes
Comprehensive workshops and training courses to provide support in establishing processes in data-driven marketing
Analysis of your data with regard to quality and significance

Planning your data collection and identification of relevant KPIs
Development of individual and data-based (re-)marketing strategies
Automation of your digital marketing campaigns
Creation of individual dashboards and reportings for stakeholders

We look forward to working with you!

Successful Data-Driven Marketing Is Based on Four Pillars

Collect the Right Data

Nobody likes rubbish! Before collecting data, you should first evaluate what data is required to be able to measure success and develop future strategies. Based on the customer journey, the right KPIs have to be defined in advance and then measured accurately with the right systems.

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Integrate Data

The data collected by a variety of systems and tools has to be merged centrally and automatically in order to use it effectively. This way, so-called data silos are avoided and a 360-degree view of the customer is obtained.

Visualise Data

The collected data has to be presented in a meaningful way in order to quickly draw conclusions and make decisions. This requires a sophisticated data architecture that focuses on functions and stakeholders. Only then does the visualisation follow.

Analyse Data

The collected data has to be merged and interpreted correctly in order to draw conclusions and thus make decisions. In this regard, AI and machine learning methods can help optimise processes and gain in-depth insights.

Efficient Digital Marketing Measures Through Data-Driven Decisions

The challenges of modern marketing do not only lie in designing and managing campaigns, but also in measuring, evaluating and optimising them. Furthermore, the opportunities for marketers to reach their customers and leads multiply. Whether it is websites, social media, newsletters, webinars or white papers: different content, channels and needs offer great potential to turn users into customers and reactivate existing customers. What is crucial here is a personal and individually tailored approach. The times of the shotgun approach, where many customers are shown the same, sometimes irrelevant content, are long over.

The target group is to be reached with suitable and individual content at the right time. But how do you create a personalised and successful approach to potential customers?

First and foremost, it is important to get to know your customers and leads as well as possible. The possibilities for users in e-commerce are almost limitless and go beyond the traditional linear customer journey. It is therefore impossible to hit the nerve of every single user when following the shotgun approach. If you know your customers’ journey, you can provide them with targeted content at different touchpoints.

With data-driven marketing, you can accompany your customers along the entire customer journey and ensure their long-term loyalty to your company. Not only does a solid database allow you to measure the success of your digital marketing measures, but also to analyse customer behaviour. Moreover, you can develop further digital marketing strategies with the right customer data and thus increase the efficiency of your marketing measures in the long term.

Based on an informative database, vague assumptions and inefficient digital marketing campaigns are a thing of the past.

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