![\"????\"](\"https:\/\/s.w.org\/images\/core\/emoji\/11.2.0\/svg\/1f642.svg\")
<\/p>\n\n\n\nCreating and executing a data-driven marketing program is an easy concept to agree with. Who would disagree? How could anyone disagree? This is what we\u2019ve been reading about, hearing and believing for years. We all know that if we can successfully use data to inform marketing we will improve the experience of our customers, and ultimately the bottom line of our organizations. \u201cData-driven marketing\u201d is to business as \u201cthe flag, motherhood and apple pie\u201d is to American culture. <\/p>\n\n\n\n
But beyond that general agreement, things get a bit messy.<\/p>\n\n\n\n
There are many data, analytics, and marketing platforms that you can use to build your Martech stack and power your data-driven marketing program \u2013 even within the same technology vendor ecosystem. As one of Google\u2019s leading partners in the analytics space, we live this every day. We actively work with our clients to help them realize the opportunities that come with using data to create personalized, omnichannel journeys that both please their customers and increase revenue.<\/p>\n\n\n\n
But we also know there is no one \u201cright\u201d way to accomplish the goal of data-driven marketing. So, when we sit down for an internal strategy session after meeting with a client, it can definitely be a \u201chow many analysts does it take to come up with the most creative way to use data\u201d scenario. There are multiple \u201cright\u201d answers.<\/p>\n\n\n\n
While tactics may vary, in our opinion, there are basically two approaches that you can take to be proactive about using data to drive your marketing program.<\/p>\n\n\n\n
The Technology Approach<\/strong> One example: if your organization is using SalesForce Marketing Cloud for marketing automation and email marketing, and also using Google\u2019s Analytics 360 for analytics, you can integrate the data from those two platforms. This enables you to personalize email from SalesForce based on the segments created through Google Analytics behavioral analysis.<\/p>\n\n\n\n The result: increased volume of high-quality leads and a boost in sales.<\/p>\n\n\n\n The Strategic Approach<\/strong> The results of such a strategy can provide clarity for investment, cooperation, and commitment from executive sponsors and supporting stakeholders. This can lead to a roadmap that renders what is required to:<\/p>\n\n\n\n And just to be loud and clear on this\u2026 one approach isn\u2019t necessarily better than the other. The best approach is whichever happens to work best for your organization. We know that there can be a lot of dependencies \u2013 technical, political, financial and so forth. The important thing is that you do what you can to keep \u201cmoving the ball forward.\u201d<\/p>\n\n\n\n The approach is less important than the results and how you build on them<\/strong> Clearly, there\u2019s a lot to talk about! I look forward to hearing your thoughts and approaches.<\/p>\n\n\n\n This post was originally written by Creating and executing a data-driven marketing program is an easy concept to agree with. Who would disagree? How could anyone disagree? This is what we\u2019ve been reading about, hearing and believing for years. We all know that if we can successfully use data to inform marketing we will improve the experience of our customers, and […]<\/p>\n","protected":false},"author":3,"featured_media":6350,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","content-type":"","ub_ctt_via":"","footnotes":""},"categories":[22],"tags":[],"class_list":["post-935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"featured_image_src":"https:\/\/e-cens.com\/wp-content\/uploads\/2019\/02\/data-driven-thumb.png","author_info":{"display_name":"Bashar Hafez","author_link":"https:\/\/e-cens.com\/author\/bashar\/"},"_links":{"self":[{"href":"https:\/\/e-cens.com\/wp-json\/wp\/v2\/posts\/935","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/e-cens.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/e-cens.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/e-cens.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/e-cens.com\/wp-json\/wp\/v2\/comments?post=935"}],"version-history":[{"count":0,"href":"https:\/\/e-cens.com\/wp-json\/wp\/v2\/posts\/935\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/e-cens.com\/wp-json\/wp\/v2\/media\/6350"}],"wp:attachment":[{"href":"https:\/\/e-cens.com\/wp-json\/wp\/v2\/media?parent=935"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/e-cens.com\/wp-json\/wp\/v2\/categories?post=935"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/e-cens.com\/wp-json\/wp\/v2\/tags?post=935"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
The biggest advantage of this method is that you can demonstrate success in a relatively short time frame. How? You consider how to maximize the value of your existing marketing technology platforms.<\/p>\n\n\n\n<\/div>\n\n\n\n
If your organization is taking a tactical or siloed approach to applying data and analytics to digital and omnichannel marketing, you may want to consider how to use data to plan strategy and tactics across the enterprise.<\/p>\n\n\n\n<\/div>\n\n\n\n
Regardless of your approach to using data to inform marketing, we see that successful digital marketing leaders are always using success as building blocks to support more investment into their programs. They unfailingly demonstrate and communicate the value of their programs with the data that they are collecting. Not only to show a return on investment, but also show how their efforts are building towards a much larger marketing program. One that uses data as a foundation for themes such as:<\/p>\n\n\n\n<\/div>\n\n\n\n
\n\n\n\n![\"Feras](\"https:\/\/e-cens.com\/wp-content\/uploads\/2019\/02\/08d94f429a324045b17071ab17265e1b.jpeg\")
<\/figure>\n<\/div>\n\n\n
Feras Alhlou<\/strong>
President & Co-Founder, e-nor<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"