How to avoid data-driven marketing mistakes in 10 steps
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This document outlines 10 key data-driven marketing pitfalls to avoid. These pitfalls include: lack of company buy-in for a data strategy, keeping data in silos instead of consolidating it, having poor quality data, collecting unnecessary personal data, lack of transparency around data use, focusing on profits over building customer relationships, inconsistent branding experiences, insufficient resources for personalized marketing, poor timing of marketing campaigns, and not tracking customer journeys. The document advocates for data-driven marketing that prioritizes customers, builds trust and long-term relationships through transparency and consistency.
![Apteco
Marketing Suite™
Insight into Action
Data-driven marketing enables
the customer and their needs
to always come first
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How to avoid data-driven marketing mistakes in 10 steps
- 1. Apteco Marketing Suite™ Insight into Action 10 Data-Driven Marketing Pitfalls You Must Avoid Discover 10 key data-driven marketing pitfalls and how to avoid them.
- 2. Apteco Marketing Suite™ Insight into Action Big data here, marketing automation there
- 3. Apteco Marketing Suite™ Insight into Action and right in the middle ?
- 4. Apteco Marketing Suite™ Insight into Action the marketing team
- 5. Apteco Marketing Suite™ Insight into Action What can the marketing team do with the customer data?
- 6. Apteco Marketing Suite™ Insight into Action The answer = Data-driven marketing
- 7. Apteco Marketing Suite™ Insight into Action Data-driven marketing enables the customer and their needs to always come first [dey-tuh] [driv-uh-n] [mahr-ki-ting]
- 8. Apteco Marketing Suite™ Insight into Action Data-driven marketing is the result of collaborative working, transparent processes and data planning. Avoid the following 10 pitfalls in order to deliver quality data-driven marketing.
- 9. Apteco Marketing Suite™ Insight into Action Data management 01
- 10. Apteco Marketing Suite™ Insight into Action Ensure company buy-in to ensure a quality data strategy A data strategy must be a company-wide decision as it will only be successful if all departments co-operate. Customer data is ubiquitous and as many departments interact with the customer they must be included in data plans and processes.
- 12. Apteco Marketing Suite™ Insight into Action Remember to merge your data silos To ensure you have a true 360 view of your customers, unify your different data sources.
- 13. Data quality 03 Apteco Marketing Suite™ Insight into Action
- 14. Apteco Marketing Suite™ Insight into Action Personalised communication is only as good as the data on which it is based Interrogate your data to ensure you understand your customers and communicate with them in the right way. Personalisation works when it is relevant.
- 16. Apteco Marketing Suite™ Insight into Action Less is more Only collect data that is necessary. Remember to adhere to all data protection guidelines. Personalisation doesn’t give us permission to be intrusive.
- 18. Apteco Marketing Suite™ Insight into Action Ease of access to their data and transparency of data held will help your customers feel more in control and build trust Enabling customers to update their own records, for example when they get married or move house, and have a clear view of the data you hold for them is a way to build relationships.
- 19. Building up relationships 06 Apteco Marketing Suite™ Insight into Action
- 20. Apteco Marketing Suite™ Insight into Action Customer data is more than just numbers Remember that behind the data, numbers and facts is a person. Data analysis helps you segment and create target groups but ultimately this is to enable your brand to develop relationships with your customers and ensure positive experiences with your company.
- 21. The right goals 07 Apteco Marketing Suite™ Insight into Action
- 22. Apteco Marketing Suite™ Insight into Action Prioritise profit over people at your peril There are of course financial benefits of data-driven marketing, but to ensure long-term success the data-marketing strategy must focus on the customer and building a long-term relationship with them. Data-driven marketing is a culture and mindset, not just a business decision.
- 24. Apteco Marketing Suite™ Insight into Action Consistency is key Think about the whole customer journey, not just their initial interaction with you. Customers need and want a consistent brand experience across all channels. This means if you start off building a personal relationship you need to maintain that to ensure your brand has integrity.
- 26. Apteco Marketing Suite™ Insight into Action Personalisation requires the necessary content Data-driven marketing gives you unlimited possibilities for personalisation. But don’t forget, each individual variant needs tailored content. Do you have the necessary resources (staff of course, but also topics, creatives and offers) to do it justice?
- 27. Campaigns at the right time 10 Apteco Marketing Suite™ Insight into Action
- 28. Apteco Marketing Suite™ Insight into Action Speed is of the essence Things move fast in the world of marketing and the customer now expects brands to be able to keep up… the topic of timeliness couldn’t be more timely…ensure you are responding to your customers’ needs efficiently.
- 29. Apteco Marketing Suite™ Insight into Action Now you know the pitfalls to avoid, start making the most of your data marketing, download: How to track customers as they take a journey with your business How to track customers as they take a journey with your business Written by Chris Roe, Developer, Apteco Ltd Being able to not only track how your customers interact with your business but also understand how these interactions fit into behavioural patterns is key to ensuring a successful campaign execution. In this white paper from Apteco discover how customer segmentation and data analysis can not only ensure the success of your future campaigns but also enable you to spot when a customer is about to lapse - giving you the chance to target them with appropriate marketing and transform them back into a loyal, high value, customer. ® Download your eGuide now