What is Data Driven Marketing and what is it for?

We could say that Data Driven Marketing is the strategy of strategies and we would not be falling into a simple play on words, because this concept places the customer at the center of companies' marketing efforts.

Today, consumers have access to a wealth of information, where and when they need it. In addition, consumers' expectations of brands are higher and changing. Therefore, having a comprehensive understanding of their consumption habits, their reactions to brands, their aspirations, purchasing power and other details puts companies at an advantage.

In this context, the data obtained in on- and offline interactions with users are the raw material to reach such a level of knowledge. Marketing decisions that will drive new conversions and strengthen the engagement of already acquired customers depend on its processing and analysis.

Towards a definition of Data Driven Marketing

Data Driven Marketing (DDM) or data-driven marketing is a strategy that employs various tactics and tools to leverage large amounts of data to develop more effective marketing processes. In fact, such data provides a broader view of consumer behavior. Therefore, the insights obtained from this information can be relevant for decision making. Some of these decisions may include targeting personalized marketing strategies to specific demographic and user groups.

It is precisely the users themselves who provide the data, with their interactions through multiple and different channels. For example, when they shop online and in physical stores, or when they search on the Internet. Also when they comment on their experiences with brands on social networks or react to shared content. Thanks to technologies such as big data, advanced analytics, artificial intelligence and machine learning, it is possible to quantify and evaluate customer behavior based on this data. Similarly, the data analyzed can be applied to technologies such as the Internet of Things (IoT), which some retail and fashion chains use to send offers or reminders to customers near their branches.

CRM, an essential tool

In collecting and analyzing data for marketing purposes, CRMs (Customer Relationship Management) have been essential tools for many companies. The capabilities of CRMs in these respects expanded with their move to software-as-a-service (SaaS) status in the cloud. They were able to evolve from their initial function as a repository of information to include various integrated technologies and applications. With them, it was possible to further automate communication actions with customers and manage marketing for each stage of the conversion funnel with greater agility. These resources even make it possible to evaluate the effectiveness of these efforts.

Advantages of Data Driven Marketing

Thanks to Data Driven Marketing, the marketing departments of companies can determine the aspects of the strategy that help to meet the goals. This concept also makes it easier to identify and discard what is not working. At the same time, data-driven marketing allows for the optimization of marketing efforts, motivating creativity and the implementation of more effective tactics.

Data capture and the speed with which it is processed allows us to know in advance what the consumer wants from the brand. Therefore, the decision-making process becomes lighter, more relevant and timely.

On the other hand, Data Driven Marketing provides other important advantages:


By having a large amount of data available, marketers filter the relevant information on the basis of which they will implement their strategies.


This strategy facilitates the segmentation of target audiences and buyer personas. This increases the likelihood of directing personalized marketing communication to the right customers.


Brands can better communicate and interact with their target audiences through marketing personalization. This approach helps brands connect with the right markets and send more relevant messages.

Customer experience

Data-driven marketing also helps to improve the customer experience through the use of feedback forms or consumer surveys. So user feedback through these instruments provides even more information on what areas to improve.

New product launches

Data Driven Marketing greatly increases the chances of successful new product launches. Likewise, the concept we are analyzing provides companies with a more precise vision of the added values that consumers expect to see associated with the offer.


The exchange of content/messages and data that characterizes data-driven marketing takes place continuously through multiple channels.

What is Data Driven Marketing for?

Data Driven Marketing derives from a series of processes focused on promoting the brand and its products and services. Below, we will explain some of them.

Data Driven Marketing improves email marketing

Email marketing continues to be one of the most effective channels for positioning and recalling brands and products. As we said, Data Driven Marketing helps to segment target audiences and buyer personas. From there, we can create personalized communications for each group. To a large extent, this procedure is automated, but the optimization of these messages is such that they can drive individual interaction with customers.

Retargeting or customer retargeting.

Data management under the DDM concept makes customer retargeting possible. In other words, when a customer makes a purchase on an ecommerce portal, it generates the necessary information to send similar or related offers. Similarly, this applies to the attraction of customers who have stopped buying on the site.

Social media marketing

With data-driven marketing, it is feasible to take advantage of the high interaction rate on social networks. In this case, creative marketing campaigns on platforms such as Facebook or Instagram or Twitter tend to go viral. This makes it possible to increase brand positioning. Apart from that, it is possible to obtain more relevant data from followers, inviting them to sign up for such promotions.

Organic or paid SEO positioning

When we manage the data effectively, we can identify the keywords linked to the needs of our target audience or buyer personas. In this way, we can position our website organically through an SEO strategy or by resorting to a paid alternative such as SEM (Search Engine Marketing). Remember that data is critical to attract the traffic that really interests us at the right time.

Ultimately, the effectiveness of Data Driven Marketing is based on decanting relevant data and implementing a creative approach to communicating with customers. Today, marketers need to know more and more about consumer behavior. This will determine the success of their strategies and the ability to anticipate any trends.