It’s almost 2020. We’re all aware by now that we should be basing our marketing decisions around data, but are we actually doing this? Because the word “data” alone can be intimidating, there seems to be a high barrier to entry. But these data-driven marketing examples will help you see that smart decision making is well within reach.
We’ve chosen real data-driven marketing examples across 10 different channels and use cases, so there’s something for everybody.
Oh, and did you know that GoSquared offers a CRM, live website chat, and email automation inside a robust website analytics platform (linking data and marketing decisions all in one place)?
Now, on to the examples!
1. Messaging strategy upgrade
Simplero is an all-in-one marketing software for coaches, consultants and course creators. Before doing customer research to create a winning value proposition, they were using confusing messaging.
As marketing expert Claire Suellentrop says, a common mistake is using cutesy language that “could mean anything.”
Instead of using their website to clearly call out their target audience of coaches, consultants, and course creators, Simplero was calling them “leaders.” It’s true, this sort of entrepreneur is a leader and is very focused on creating an impact in the world, but the terms leaders could also refer to c-suite executives as multinational corporations.
Here’s before the customer research process:
It’s a whole lot more clear who Simplero serves and what they do for them.
We’ll get into quantitative data and targeting data in a minute. But first, we thought we’d kick things off with qualitative data.
Why? If you’re not doing customer research, learning from it, and implementing it, then all of these other data-driven marketing examples won’t help you much.
Here are some of the best questions you can ask your customers:
- How did you discover Company Name?
- What made you decide to try / buy from Company Name?
- What were you using before discovering Company or Product Name?
- What did you like or dislike about the product / service you used to use?
- What is your favorite thing about Company Name or Product Name?
- What aspects of Company Name or Product Name could you not live without?
If you’re in development on a new product here are relevant questions to ask to validate the product in advance of its launch.
2. Data-driven website chat
Not every website visitor is equally valuable to your business. That’s a given. But the same goes for website visitors who engage with you via live chat. Not everyone who wants to chat with someone on your team is an ideal customer. You can use data to help you suss out who’s really worth your time.
We’re not saying to ignore anyone who chats with you on your website. But you can use data to learn how to respond to your website visitors.
Whether the person is an existing customer, a frequent website visitor (but not yet a customer), or a first-time visitor can all impact how you respond with them.
Because GoSquared’s Live Chat is built on top of our analytics platform, you can learn who you’re chatting with before you engage. Meeting customers and prospects where they are can power your team to increase conversion rates via chat.
3. Conversion rate optimisation
Conversion rate optimization testing is viewed as the holy grail for big upticks in conversions. More realistically though, you’ll see incremental differences as you test things over time.
Here are some things you can test:
- The format of your landing page or signup page (short form versus long form)
- The call-to-action
- The headline
- The photograph
Really, the list goes on and on.
Conversion rate optimization is at its very essence driven by data, but there is one caveat: you will need sufficient traffic to run legitimate tests with tools like Google Optimize. Otherwise, you can a tool like Hotjar to collect qualitative feedback in addition to reviewing heat maps and individual user sessions.
4. Retargeting that keeps you top of mind
Retargeting is one of the best examples of data-driven marketing because we’ve never encountered a company who doesn’t get good results from it. (Not to say such a company doesn’t exist.)
So long as your product or service is validated by your market and you’re driving the right kind of traffic to your website to begin with, you should be able to generate reasonable ROI from retargeting and remarketing. The data being used here is, of course, your website visitors, because your advertisements will only be shown to people who have previously viewed your entire website, or a specific page.
5. Pricing changes
For many companies, pricing is something that they guess at or they base it on anecdotal data only. But as your business grows, there comes a time when you should start using data to change your pricing so you can be certain you’re not leaving any money on the table.
For example, TaxJar, a SaaS platform that helps ecommerce entrepreneurs manage taxes (especially tricky sales taxes), was realizing that it was losing money on larger customers when their team dug into the data of the number of transactions that these larger accounts were processing.
The amount of money that TaxJar was saving them on manual tax processes was astronomical compared to what they were charging for the subscription. To fix it, they created multiple pricing tiers and custom prices for enterprises—mostly based around the amount of monthly transactions. Crazy enough, they were able to triple revenue in a year.
6. Data driven content
Data-driven content is fascinating.
People naturally want to know more about the world, about people like them, about people who struggle with the same issues or have the same hobbies. In the B2B world, companies have long been releasing internal data from their platform or user base.
But data-driven content can work in the B2C world as well. Check out this example from dating site OKCupid. In a partnership with language learning software Rosetta Stone, they released a survey revealing that 60% of singles could date someone who doesn’t speak their language well.
Even in the B2C world, statistics get shared more virally than many other types of content, so include proprietary data in your next campaign or launch.
7. Search engine optimization
If you’re optimizing your website content for search, then hopefully you’re doing data driven marketing. If you’re not including data driven research in your process (and just randomly selecting keyphrases, or not selecting them at all), then you’re missing out on the chance for low cost organic leads.
There are a lot of different types of data that go into choosing the right keyphrases to target in website pages and blog posts. Here are a few:
- Customer and consumer surveys to discover what your target audience searches for
- Keyphrase research for medium and high volume keyphrases
- Domain score research to discover the domain scores of the top-ranking sites for a particular keyphrase, to determine how competitive the keyphrase is
8. Personalised email campaigns
If a shopper only searches up little girls clothes on your site, then why showcase little boys clothes? Good question.
Email marketing is more effective when personalised, and it also gives marketers the opportunity to put that personalisation on autopilot. In fact, 95% of marketers engaged in marketing automation are doing so with email.
Here are different ways that data can impact your email marketing:
- Abandoned cart campaigns
- Follow up emails after first, second or third purchase
- Featured products for sale announcement
- Suggested products
9. Expanding into new markets
Everyone knows who Neil Patel is, right? Right.
The founder of SaaS companies KISSMetrics and Crazy Egg, Neil Patel is now mostly focused on selling digital products and on growing his digital marketing agency Neil Patel Digital, which provides SEO and PPC services and training.
Neil wants to build up global client base over time, and not just stick to serving clients in the US, where the agency is headquartered. He’s found that, actually, the US is 3-4 times more competitive than any other high GDP market he’s tried, in terms of how much you have to spend on advertising to get results, or how hard it is to rank in organic search.
When looking to sell more infoproducts (his various trainings on digital marketing), Neil wanted to try expanding into additional markets. To do so, he looked into three factors to help him choose the next market outside the US:
- Where his website traffic is already coming from
- Which of these countries has a high population count
- Which of these countries also has a high GDP
Ultimately, Neil chose Brazil. It was his website’s second-best traffic source next to the US, and with a high population count and high GDP, it had a large enough market size to warrant the translation of content, ads, and training materials.
Tip: Not sure what countries your website traffic is coming from? GoSquared makes this easy.
10. Hypertargeted direct mail
In this digital world, we don’t often think of direct mail as being effective. But for many local businesses, it absolutely can be. When sending direct mail, you should absolutely use demographics data to target the right houses, and you might also want to layer on more data like income levels to target middle class or wealthy individuals. You could even include equity and mortgage data if those things are relevant to your business.
With these data-driven marketing examples, you’ve got the inspiration you need to bring data into all of your marketing channels—from content to email to SEO to market expansion.
To get website visitor and customer data right where you communicate with your customers, sign up for GoSquared.