Data-driven marketing: where do we stand in practice?
Posted: Sat Jan 18, 2025 9:23 am
Data and marketing are mentioned in the same breath these days. If there is one thing that is a buzzword at the moment and in some areas appeals to the imagination, it is data and especially: data-driven. But what are the experiences in practice with data-driven marketing?
Now data-driven is often the subject of my articles, so there is little new there, but a report of an event where data-driven is the common thread is new. A great opportunity to see what happens in practice and to give my own opinion on it.
During the Data Driven Commerce event that was held on Thursday 18 February in De Fabrique in Utrecht, various well-known and lesser-known companies spoke about their vision, know-how and especially practical experience with data-driven marketing. It is striking that everyone has the same vision, but that it is a bit more complicated for one company than for another.
Still many steps to take
Take Philips for example, where Ivo Mesters has quite a challenge to work with a huge dinosaur of data-driven. Where the presentation was quite a 'and then' report, I would have preferred to see how Philips ultimately works when all processes, protocols and systems are in the right place. So, what is the goal and how do they want azerbaijan telegram number list to achieve it? Which sources specifically need to be linked and why do you make these choices? And what should the algorithms ultimately do for you? Do they want personalized websites or predictive newsletters? The company can certainly still make a lot of progress in that, in my opinion.
The data-driven thoughts
When we talk about the goal and the way you approach the other side, we can't ignore ' go data-driven '. A wonderfully clear and strong story. Friso van Vollenhoven gave surprising examples of the data- IMG_20160218_133544driven thoughts in a smooth presentation. For example, he gave the example of how intercontinental flights are less delayed by an algorithm that recognizes the group of passengers who are most likely to delay a flight (a no-show for example). Based on that outcome, the luggage of these passengers is placed at the front of the hold, so that it can be removed from the aircraft more quickly. A win-win situation that has been implemented in a technically very cool way, which in practice also leads to positive results.
What is data-driven without mobile?
I get very excited about the above application, but what is data-driven marketing without mobile? "Actually nothing", says Philip Shearer of Google. We are very attached to our smartphones and do not like to hand them over. Certainly not to a stranger sitting next to you, as the experiment in the room showed. Philip explains why mobile is so important and how this is related to the micro moments . Know your audience, the interests, trends, etc. With the help of data you determine who fits your brand best. Who has the most intention to buy something? This behavior is mapped at Google by the following three points.
Identifying micro-moments : when does the consumer come into contact with your brand?
Ensuring visibility : on which channels are you visible?
Passion : create a bond with your consumer.
Smartphones are the most frequent companion devices during simultaneous usage.
Of course there are also some factors that are harmful, such as a long loading time. This is really killing for your visitor. Groogle strives for a maximum loading time of pages of half (!) a second.
Understanding the consequences of your actions
The biggest challenge with mobile is to make behavior on different devices measurable . How do we make this transparent, so that it is even clearer what the consequences of your actions are on sales? But also to gain insight into the customer journey: where do people get off and especially why? You could do this by using tools such as Hotjar.
But what data-driven is above all, is a mind shift within your organization
. It takes effort to get everyone on board, that certainly applies to large Cbe6NRxW8AAGyZ2 (1)multinationals. Although technology is certainly necessary, we see this more as a means. But we often have to deal with an enormous legacy (take Nespresso for example) of outdated, clumsy and especially sluggish systems that first have to be turned around. And although the effort may take a lot of time, converting systems can be a headache (provided you have the right knowledge in-house), companies perform better with data and data-driven strategies. Something that I can certainly confirm from practice.
Algorithms are there to support us
Ultimately, it is a great thing that data-driven ideas are gaining more and more ground in marketing. I just notice that not everyone is as far along as I would hope and want. I had hoped that there would be more 'out-of-the-box' thinking, like ' go data-driven' and Google did for example. Certainly on Data Driven Commerce. We can also do a lot of cool and awesome tricks with data. Not only in marketing and retail, but in our entire lives. Algorithms are there to support us and we can't do without them by now.
Now data-driven is often the subject of my articles, so there is little new there, but a report of an event where data-driven is the common thread is new. A great opportunity to see what happens in practice and to give my own opinion on it.
During the Data Driven Commerce event that was held on Thursday 18 February in De Fabrique in Utrecht, various well-known and lesser-known companies spoke about their vision, know-how and especially practical experience with data-driven marketing. It is striking that everyone has the same vision, but that it is a bit more complicated for one company than for another.
Still many steps to take
Take Philips for example, where Ivo Mesters has quite a challenge to work with a huge dinosaur of data-driven. Where the presentation was quite a 'and then' report, I would have preferred to see how Philips ultimately works when all processes, protocols and systems are in the right place. So, what is the goal and how do they want azerbaijan telegram number list to achieve it? Which sources specifically need to be linked and why do you make these choices? And what should the algorithms ultimately do for you? Do they want personalized websites or predictive newsletters? The company can certainly still make a lot of progress in that, in my opinion.
The data-driven thoughts
When we talk about the goal and the way you approach the other side, we can't ignore ' go data-driven '. A wonderfully clear and strong story. Friso van Vollenhoven gave surprising examples of the data- IMG_20160218_133544driven thoughts in a smooth presentation. For example, he gave the example of how intercontinental flights are less delayed by an algorithm that recognizes the group of passengers who are most likely to delay a flight (a no-show for example). Based on that outcome, the luggage of these passengers is placed at the front of the hold, so that it can be removed from the aircraft more quickly. A win-win situation that has been implemented in a technically very cool way, which in practice also leads to positive results.
What is data-driven without mobile?
I get very excited about the above application, but what is data-driven marketing without mobile? "Actually nothing", says Philip Shearer of Google. We are very attached to our smartphones and do not like to hand them over. Certainly not to a stranger sitting next to you, as the experiment in the room showed. Philip explains why mobile is so important and how this is related to the micro moments . Know your audience, the interests, trends, etc. With the help of data you determine who fits your brand best. Who has the most intention to buy something? This behavior is mapped at Google by the following three points.
Identifying micro-moments : when does the consumer come into contact with your brand?
Ensuring visibility : on which channels are you visible?
Passion : create a bond with your consumer.
Smartphones are the most frequent companion devices during simultaneous usage.
Of course there are also some factors that are harmful, such as a long loading time. This is really killing for your visitor. Groogle strives for a maximum loading time of pages of half (!) a second.
Understanding the consequences of your actions
The biggest challenge with mobile is to make behavior on different devices measurable . How do we make this transparent, so that it is even clearer what the consequences of your actions are on sales? But also to gain insight into the customer journey: where do people get off and especially why? You could do this by using tools such as Hotjar.
But what data-driven is above all, is a mind shift within your organization
. It takes effort to get everyone on board, that certainly applies to large Cbe6NRxW8AAGyZ2 (1)multinationals. Although technology is certainly necessary, we see this more as a means. But we often have to deal with an enormous legacy (take Nespresso for example) of outdated, clumsy and especially sluggish systems that first have to be turned around. And although the effort may take a lot of time, converting systems can be a headache (provided you have the right knowledge in-house), companies perform better with data and data-driven strategies. Something that I can certainly confirm from practice.
Algorithms are there to support us
Ultimately, it is a great thing that data-driven ideas are gaining more and more ground in marketing. I just notice that not everyone is as far along as I would hope and want. I had hoped that there would be more 'out-of-the-box' thinking, like ' go data-driven' and Google did for example. Certainly on Data Driven Commerce. We can also do a lot of cool and awesome tricks with data. Not only in marketing and retail, but in our entire lives. Algorithms are there to support us and we can't do without them by now.