Which Skills Do You Need to Build a Data-Driven Marketing Strategy?
Data-driven marketing means that your business can cater directly to your customers’ needs, increasing sales, customer loyalty, and business development.
But if it’s so important, then why isn’t every business doing it? Well, before diving headfirst into a data-driven marketing strategy, you need to build these skills first.
1. Data analysis
Data analysis is the fundamental starting point for creating a solid data marketing strategy. There are three factors that affect the success of data analysis: the data sources, the analytics tools you use, and the skill you have in using them.
Using tools such as Python, Excel, and Google Analytics are there to help companies analyse important data that will impact their business. However, with the skill to use them, you could save time and base your marketing strategy on correct data analysis.
Through online courses in Google Analytics, Python, and Excel, you can learn how to make use of all of the features that they have to offer, including real-time data analysis and analytics, making marketing data analysis simple, straightforward and accurate. Whether you are working with small or large amounts of data, being skilled in using tools for analysing data helps to ensure that you examine the right data in the right way.
2. Audience segmentation
No matter what trade you are in, knowing the different audiences that are (or could) want to buy your product or service is key to good marketing. Your customer base and potential customer base will be filled with a variety of people, whether you own a bakery, gym, or IT business.
By segmenting your audience through marketing data analysis and catering your marketing strategy to these different demographics, you stand a far better chance at growing your customer base and keeping customers coming back for more.
Some ways to do this are through creating personas that are representative of your different target audiences. This allows you to create a more personalised customer journey that you can frame your marketing initiatives around. This is a method of customer acquisition and retention which helps a business to maintain a solid customer base.
Audience segmentation can help you make better decisions about your marketing channels and use analytics tools to analyse datasets of a particular group. This has been shown to improve customer engagement, attract new customers and increase conversion rates.
3. Strategic marketing planning
Strategic Marketing Planning is an essential step in the marketing process, as it allows you to put a structured plan in place. The important word here, however, is ‘strategic’, and that is where the skill is involved in creating a marketing strategy that has proper functionality.
Having an in-depth knowledge of the seven principles of marketing: product, price, promotion, place, packaging, positioning, and people ensures that you cover the core elements of business marketing in your strategic planning.
Coupled with the skills of data analysis, data management, and using marketing tools such as marketing automation and predictive analytics, a strategic marketing plan is more likely to drive your business to success. This is because each aspect of business marketing is thoroughly thought through.
4. Customer and social listening
A pitfall that many businesses fall into when creating a marketing strategy is to treat all customers as data. Although a data-driven strategy is reliant on the numbers to inform businesses of their audience demographics, it is important to maintain sight of your customers as people.
Knowing how to present data to attract customers, and knowing what they are looking for, are markers for a successful business marketing strategy and can increase click-through rates and sales. Using social media and feedback on the customer experience is essential to know what your customers really want.
Customer reactions and input to your campaigns should impact your marketing strategy, through proper customer data analysis and thorough research of customer feedback. This also helps indicate the success of your business strategy, helping you optimise your next steps to ensure that your target audience is being reached and customers have had positive experiences.
5. Campaign planning and leading
Leadership is one of the most important skills for marketing experts to have, and that’s because a marketing plan needs to have a good leader in order to succeed. Marketing efforts work when everyone within a team is working towards one shared goal, the success and development of the business, and a good leader is able to ensure all team members are actively working towards this goal.
Data-driven marketing campaigns need the cooperation of several departments, including data scientists and marketing teams, and therefore having a good leader to head the campaign planning is vital.
Encouragement, engagement, and an exchange of ideas needs to be promoted by the campaign leader, as well as careful planning at every stage of the marketing strategy. Skills such as decision-making and visualisation ensure that proper planning can be implemented for successful data-driven marketing strategies.
How can I get the skills I need to deliver a data-driven marketing strategy?
Developing the skills you need to become an excellent data-driven marketing strategist in itself requires some strategising. In order to gain an all-round understanding of data-driven marketing, taking online Marketing courses can provide a foundation of marketing skills and knowledge.
These marketing courses are available across sectors, with some courses in SEO, content marketing, email marketing, digital marketing, and of course data-driven marketing itself.
There are also courses of varying lengths and depths that cover marketing specifics such as algorithms, campaign planning, and machine learning. If you have an existing basis of marketing knowledge, then exploring E-commerce, Analytics, or Big Data courses can integrate data analysis into your marketing skill set.
Online guides on becoming a data analyst also have useful recommendations for anyone looking to explore a role in data analysis, including the qualifications available in this sector and the skills required.
For those looking to expand their data analysis skills further, you can also see how they can provide a foundation to learn data science and explore new career options with these data marketing skills.
Data-driven marketing has helped many businesses to thrive in all economic climates and continues to do so. By analysing the trends of customer behaviour, targeting key demographics within a consumer base, and listening to customers’ feedback, creating a successful marketing strategy becomes much more straightforward. Online Analytics courses are beneficial for learning how to use analytical tools and analyse data for marketing.
You could fast-track your career and discover new and exciting career opportunities by ensuring you have the right skills to build a data-driven strategy you can apply at any company of any size.