Tips & Tricks

How to Develop a Data-Driven Marketing Strategy: 50 Articles, Courses, Guides and More on Powering Your Marketing with Data

Data-driven marketing has become standard as it makes marketing more of a science and less of a guessing game. Marketers have access to Big Data, analytics, and metrics to optimize campaigns, improve customer experience, reduce customer churn, and make better decisions. But, data-driven marketing success is not a guarantee: marketers need to know how to use the data and how to understand it if they are going to capitalize on it. That’s why developing a sound data-driven marketing strategy is critical to business today.

To help you develop your data-driven marketing strategy, we have rounded up 50 of the top resources from CMOs, data-driven marketing experts, and other industry leaders. We have chosen articles, eBooks, courses, how-tos, slide decks, and other resources to guide you through devising a data-driven marketing strategy to help your company make the decisions that will give you a competitive edge. We’ve listed the 50 resources below in no particular order, but you can jump to a specific resource category using the Table of Contents below.

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Articles and eBooks

1. Understand Your Marketing ROI and Use the Data to Inform Your Data-Driven Marketing Strategy
@SmartInsights
@neilcdavey

Understand Your Marketing ROI and Use the Data to Inform Your DataDriven Marketing Strategy

Smart Insights focuses on developments, advice, tools, and statistics for digital marketing strategy. In Understand Your Marketing ROI and Use the Data to Inform Your Data-Driven Marketing Strategy, SmartInsights commentator and MyCustomer managing editor Neil Davey explains why the first step toward creating a data-driven marketing strategy is to establish an effective way to measure marketing ROI.

Three key tips we like from Understand Your Marketing ROI and Use the Data to Inform Your Data-Driven Marketing Strategy:

  • Ensure your organization has access to the data that is necessary for accurately measuring ROI, and that it is not held in silos
  • Set specific, measurable, achievable, realistic, and timely (SMART) objectives
  • Develop a cross-functional team that includes marketers and IT to support collaboration and break down silos

Cost: FREE

2. 10 Elements of a Successful Data-Driven Marketing Strategy
@Entrepreneur
@johnrampton

10 Elements of a Successful DataDriven Marketing Strategy

Entrepreneur is a top source for small businesses. In this article, entrepreneur and connector John Rampton shares his 10 key components of a successful data-driven marketing strategy, including putting cross-departmental and cross-disciplinary teams in place, mining data in a way that connects disparate data sources at the customer-record level, and knowing your goals and the KPIs that will impact those goals.

Three key tips we like from 10 Elements of a Successful Data-Driven Marketing Strategy:

  • Find team members and data scientists who are willing to work beyond their areas of knowledge
  • Gather insights into the entire customer experience in order to identify and investigate relationships among data elements
  • Tap into data to uncover which messages best connect with customers and which channels to use to send those messages

Cost: FREE

3. Why Moving From Data-Driven Marketing to Insight-Driven Marketing Makes Sense
@MarketingProfs
@jeffwinsper

Why Moving From DataDriven Marketing to InsightDriven Marketing Makes Sense

MarketingProfs offers real-world education for modern marketers via training, best practices, research, and other content. In this MarketingProfs article, Winsper marketing firm founder and principal Jeff Winsper urges organizations to make moving from data-driven marketing to insight-driven marketing part of their overall marketing strategy.

Three key points we like from Why Moving From Data-Driven Marketing to Insight-Driven Marketing Makes Sense:

  • Insight has greater meaning and value than data
  • Organizations need to move from data-driven marketing to insight-driven marketing to innovation-driven marketing
  • It is helpful to develop hypothesis insight using data to arrive at a conclusions

Cost: FREE with email registration

4. 3 Mistakes That Kill Any Data-Driven Marketing Strategy
@MarTechAdvisor
@HilaNir

3 Mistakes that Kill Any DataDriven Marketing Strategy

MarTech Advisor is a leading source of unbiased research, news, and expert views on the evolving marketing technology landscape. Hila Nir, VP of marketing and product at ZoomInfo, analyzes survey result to recommend best practices and caution against common mistakes in data-driven marketing in her MarTech Advisor article.

Three key tips we like from 3 Mistakes That Kill Any Data-Driven Marketing Strategy:

  • Avoid casting the net too widely by tracking too many data points
  • Frequently refresh customer and prospect contact data
  • Take full advantage of customer and prospect data

Cost: FREE

5. Creating Your First Data-Driven Marketing Strategy?
@JesperAstrom

Creating Your First DataDriven Marketing Strategy

Jesper Åström is a business owner and data creative who is well known for his digital tactics consulting work. Åström details why data-driven marketing is a must today, and he outlines exactly how to develop a data-driven marketing strategy to improve delivery, diversify profitability, and create a user journey in this article.

Three key tips we like from Creating Your First Data-Driven Marketing Strategy?:

  • When creating your data-driven marketing strategy, be sure to determine which data assets you have, create goals based on your data, create a hypothesis that will lead to achieving the goals, test your hypothesis, and adapt your tactics
  • Work toward making your KPI a rate of change
  • Approach your data-driven marketing strategy in terms of journeys or processes instead of campaigns

Cost: FREE

6. 3 Ingenious Ways to Create Data-Driven Marketing Campaigns
@jeffbullas
@YoavVilner

3 Ingenious Ways to Create DataDriven Marketing Campaigns

Jeff Bullas, a top content marketing influencer, social media marketing strategist, speaker, and top social media influencer, shares 3 Ingenious Ways to Create Data-Driven Marketing Campaigns on his business blog. The article, written by Ranky CEO and Forbes contributor Yoav Vilner, explains that data-driven marketing is the best way to understand customers on a deep personal level.

Three key tips we like from 3 Ingenious Ways to Create Data-Driven Marketing Campaigns:

  • Rely on tactics such as contextual marketing and precision marketing
  • Utilize targeted email marketing
  • Focus on retargeting campaigns to increase ROI

Cost: FREE

7. How to Avoid Data-Driven Marketing Mistakes
@roi_marketing
@lllittlefield

How to Avoid DataDriven Marketing Mistakes

Right On Interactive features customer lifecycle marketing software to drive more engaged relationships and revenue throughout the customer lifecycle. In her Right On Interactive article, Lauren Littlefield guides readers through learning from critical errors in in data-driven marketing so they can avoid costly mistakes.

Three key tips we like from How to Avoid Data-Driven Marketing Mistakes:

  • Always start with the data first and then determine the goals, strategies, and tactics that will work with the data you have
  • Consider all possible outcomes and consequences before delivering messages
  • Do not ignore available data

Cost: FREE

8. Generate More Leads with Data-Driven Content Marketing
@curata
@TweetsFromPawan

Generate More Leads with DataDriven Content Marketing

Curata helps marketers grow leads and revenue with created and curated content. In this data-driven marketing article, Curata CEO Pawan Deshpande touts the value of learning from marketing failures and using data to improve content marketing campaigns.

Three key tips we like from Generate More Leads with Data-Driven Content Marketing:

  • Campaigns can be highly effective if marketers focus on the successes while using data
  • Learn lessons from data to be run more effective and impactful campaigns
  • Use data to determine how content impacts all levels of the purchase funnel

Cost: FREE

9. Three Best Practices for Building a Data-Driven Marketing Strategy
@annalect

Three Best Practices for Building a DataDriven Marketing Strategy

Annalect is a provider of data-driven marketing strategy that is powered by a connected system of technology, analytics, and consultants. They share best practices for developing a data-driven marketing strategy to reduce implementation risk and unlock the potential of analytics across the organization in this article, which is available on their blog.

Three key tips we like from Three Best Practices for Building a Data-Driven Marketing Strategy:

  • Keep in mind that data-driven marketing is a transformative process that involves challenges
  • Work to adapt your data-driven marketing implementation strategy to suit your organizational structure
  • Understand that the quality of end analytics depends on your data architecture

Cost: FREE

10. CEO Pushes for Data-Driven Strategy
@BizAnalyticsTT

CEO Pushes for DataDriven Strategy

SearchBusinessAnalytics is TechTarget’s resource for business leaders and business intelligence and analytics professionals. In this data-driven marketing article, senior news writer Ed Burns considers the CEO’s role in pushing for this strategy.

Three key points we like from CEO Pushes for Data-Driven Strategy:

  • CEOs are beginning to push for data-driven strategy because they know it is necessary for being competitive
  • Organizations are in a better position to succeed with data-driven marketing when their CEOs lead the charge
  • CEOs are in a better position to implement data and analytics because today’s tools are more user friendly

Cost: FREE

11. What is Data-Driven Marketing?
@CIOonline
@kaneshige

What is DataDriven Marketing

CIO.com offers the latest news, analysis, video, blogs, tips, and research for tech and IT professionals. In this data-driven marketing article, senior writer Tom Kaneshige explores how businesses use data and analytics to drive marketing decisions.

Three key tips we like from What is Data-Driven Marketing?:

  • CIOs and tech vendors can help CMOs and their teams learn about the internal and external data sources and their value to marketers
  • Consider your goals and objectives to determine exactly what you want to achieve with all of your data
  • Customer data is helpful for sales prospecting and improving the customer relationship

Cost: FREE

12. Data-Driven Content Marketing
@Uberflip

DataDriven Content Marketing eBook

Uberflip allows marketers to create, manage, and optimize content experience at each stage of the buyer journey. In their eBook, Data-Driven Content Marketing, Uberflip recognizes that data helps marketers analyze their content marketing efforts and make better marketing decisions.

Three key ideas we like from Data-Driven Content Marketing:

  • Using data to fuel the content creation process
  • Correctly measuring content distribution effectiveness
  • Gathering performance data to create a data-driven content marketing strategy

Cost: FREE with email registration

13. Data-Driven Marketing: How to Use Data Correctly and Drive Growth
@Sitefinity

DataDriven Marketing How to Use Data Correctly and Drive Growth

Sitefinity is a modern web content management platform that empowers developers, marketers, and IT managers to work more effectively and grow their business. Their eBook covers data-driven marketing and the customer journey, strategic goals and tactics, and developing a data-driven marketing plan.

Three key tips we like from Data-Driven Marketing: How to Use Data Correctly and Drive Growth:

  • Companies should strive for a 360-degree view of customers
  • Utilize data to deliver optimized and personal experiences
  • Data analysis must be based on business goals that are embedded in each organizational process to ensure that insights can automatically drive action and lead to improved metrics

Cost: FREE

14. Ten Principles for Data-Driven Marketing
@Informatica

Ten Principles for DataDriven Marketing

Informatica is the top provider of data management solutions in the cloud, on-premise, or in a hybrid environment. Their data-driven marketing eBook explores how data generates strong leads and drives increased revenue and helps readers learn how to ensure all marketing decisions are based on accurate insights.

Three key ideas we like from Ten Principles for Data-Driven Marketing:

  • Steps to creating a data-driven marketing culture
  • Ways to treat data as a strategic asset
  • Strategies for examining and reacting to business metrics quickly

Cost: FREE with email registration

 

Certification and Courses

15. Online Marketing Research & Data-Driven Marketing Certificate
@ecornell_online

Online Marketing Research and DataDriven Marketing Certificate

eCornell is the place to receive an online education from Cornell University. They offer the Online Marketing Research & Data-Driven Marketing Certificate, authorized by Henrietta Johnson Louis, professor of management and marketing at Cornell. A three-month program, this certification from eCornell consists of five two-week courses that each are 5-7 hours in length.

Three course topics we like from Online Marketing Research & Data-Driven Marketing Certificate:

  • Analyze consumer data to arrive at a numerical measure of the customer’s preference for each attribute
  • Articulate a strategic rationale for customer segmentation and how segmentation fits into the process of developing marketing strategy
  • Interpret the meaning and relevance of customer preference data

Cost: $3,600 or $770/month

16. Marketing Analytics Certificate
@DMA_USA

Marketing Analytics Certificate

DMA is the largest organization for innovators, artists, creators, writers, analysts, strategies, and makers of things related to marketing and powered by data. Offered online, on-demand, at at any place at any time, the Marketing Analytics Certificate program will help learners delve into marketing analytics and understand how data and analytics can help drive marketing campaigns.

Three course topics we like from Marketing Analytics Certificate:

  • Data-driven analytics and testing
  • Advanced database marketing
  • Web and search engine marketing

Cost:

  • Course Pricing
    • Member: $479
    • Non-Member: $799
  • Pay As You Go
    • Member: $99/module + $49/exam
    • Non-Member: $149/module + $99/exam

17. Data Driven Marketing A-Z: Improve Your Campaign Performance
@udemy
@kirill_eremenko
@davidtanaskovic

DataDriven Marketing AtoZ Improve Your Campaign Performance

Udemy is the world’s largest destination for online courses. Their data-driven marketing course is instructed by data scientist Kirill Eremenko and marketing and business analyst David Tanaskovic. Learners will understand how to drive a stronger campaign performance after completing this course on marketing, analytics, and automation.

Three course topics we like from Data Driven Marketing A-Z: Improve Your Campaign Performance:

  • Understanding data-driven marketing
  • Working out the ROI of campaigns
  • Analyzing and critically assessing a marketing campaign

Cost: $40

18. Data-Driven Marketing Course
@theidm

DataDriven Marketing Course

The IDM features the doers in digital marketing and specializes in cutting-edge qualifications and short courses on digital transformation, membership, events, and more. Their Data-Driven Marketing Course focuses on metrics for measuring campaign performance, calculating customer value, and developing strategies for insight-based marketing.

Three course topics we like from Data-Driven Marketing Course:

  • Using data to improve marketing program efficiency and effectiveness
  • Understanding metrics to evaluate marketing performance
  • Leveraging marketing expenditure to improve ROI

Cost:

  • Member: £549.00
  • Non-Member: £599.00

19. My 9 Clouds Data-Driven Marketing Course
@9clouds

My 9 Clouds DataDriven Marketing Course

9 Clouds works to help businesses attract leads online. Their online course on data-driven marketing explores how to take a data-driven approach to get results and improve your ROI. Members of My 9 Clouds can access the course and an expansive collection of digital marketing resources.

Three course topics we like from My 9 Clouds Data-Driven Marketing Course:

  • Improving digital marketing with balanced traffic and successful content
  • Using Facebook insights for an analytical look at pages
  • The importance of listening and monitoring in data-driven marketing

Cost: FREE preview of the first two lessons; View the entire course by registering for a free My 9 Clouds account

20. [Big] Data-Driven Marketing: How to Get It Right Training
@Econsultancy

Big DataDriven Marketing How to Get it Right Training

Consultancy publishes independent research, analysis, and advice on digital marketing, social media, eCommerce, SEO, mobile, and tech for business. Their training course, [Big] Data-Driven Marketing: How to Get It Right Training, aims to help marketers gain valuable marketing insight from online, mobile, in-store, and social interactions. Please note, this course may be offered as an in-company training.

Three course topics we like from [Big] Data-Driven Marketing: How to Get It Right Training:

  • The marketing value of data in reference to volume, variety, veracity, and velocity
  • How to use consumer surveillance to fuel your strategy
  • The balance between personalization and consumer privacy

Cost: Contact for in-company training cost

21. Data-Driven Marketing & Social Media Course
@StackSocial

DataDriven Marketing and Social Media Course

StackSocial is a leading platform for discovering, sharing, and buying trending tech. They offer Data-Driven Marketing & Social Media, an online course by e-Careers Limited, for learning to master Facebook marketing, Google Analytics, Hootsuite, and more.

Three course topics we like from Data-Driven Marketing & Social Media Course:

  • Utilizing Google Analytics to optimize promotion of your website on Google
  • Gaining essential social media skills
  • Mastering social media marketing for Facebook, Twitter, Pinterest, and more

Cost: $49

 

Guides, How-Tos, and Tips

22. Three Changes Marketers Can Make to Prepare for Data-Driven Creative
@GoogleUKBiz

Three Changes Marketers Can Make to Prepare for DataDriven Creative

Think with Google offers insights into data, tools, and more to help make the web work for readers’ businesses. In their Think with Google guide to data-driven marketing, writers Frank Einecke and Paul Coffey explore how transitioning to data-driven creative strategies improves campaign effectiveness.

Three key tips we like from Three Changes Marketers Can Make to Prepare for Data-Driven Creative:

  • Programmatic advertising enables brands to reach more valuable audiences with messages suited to their interests and attitudes at just the right moment
  • A data-driven creative process improves campaign effectiveness
  • There are three key mental shifts involved in moving towards data-driven creative: understand all data that is available and then select the right data signals, work with creative marketers to develop strategies informed by data, and drive a collaborative, agile campaign process that involves all stakeholders from start to finish

Cost: FREE

23. Three Keys to Building a Data-Driven Strategy
@McKinsey

Three Keys to Building a DataDriven Strategy

McKinsey & Company has been a trusted advisor to leading businesses, governments, and institutions for 90 years. In their McKinsey guide to developing a data-driven strategy, Dominic Barton and David Court explain that executives should focus on targeted efforts for sourcing data, building models, and transforming organizational culture.

Three key tips we like from Three Keys to Building a Data-Driven Strategy:

  • Companies must identify, combine, and manage multiple sources of data
  • Organizations need to be able to build advanced-analytics models for predicting and optimizing outcomes
  • Management must have the power to transform the organization so that data and models drive decisions

Cost: FREE

24. 6 Steps to a Data-Driven Content Marketing Strategy
@CMIContent
@TeddyHK

6 Steps to a DataDriven Content Marketing Strategy

The Content Marketing Institute is on a mission to advance the practice of content marketing and offers practical, how-to guidance full of insight and advice from industry experts. Creative director and content marketing manager Ted Karczewski shares tips for developing a data-driven content marketing strategy in his Content Marketing Institute guide.

Three key tips we like from 6 Steps to a Data-Driven Content Marketing Strategy:

  • You can solve marketing challenges associated with greeting prospects, beginning conversations with clients, and crating an ongoing rapport with people if your organization has the right strategy in place to make Big Data content marketing actionable
  • Use available tools to start understanding your customers, and begin by establishing buyer personas
  • Work on building a community around your engaged audiences

Cost: FREE

25. How to Build a Data-Driven Marketing Strategy
@MyCustomer
@chriswardMYC

How to Build a DataDriven Marketing Strategy

MyCustomer.com shares news and advice on sales, service, marketing, and customer experience and covers the end-to-end customer journey. Deputy Editor Chris Ward’s data-driven marketing how-to for MyCustomer.com explores why data analysis now is critical to every marketing function.

Three key tips we like from How to Build a Data-Driven Marketing Strategy:

  • A robust data-driven marketing strategy is necessary for capitalizing on Big Data opportunities and satisfying customer requirements
  • A data-marketing strategy needs to encompass understanding when and what to target in order to engage prospective customers
  • Before collecting data, determine what the key driving factor is for your decisions

Cost: FREE

26. Data-Driven Marketing Step One: Get Smart, Get Strategic
@Forbes
@lisaarthur

DataDriven Marketing Step One Get Smart Get Strategic

Forbes is a top American business magazine that features original articles on finance, industry, and marketing topics. Forbes contributor and CMO Lisa Arthur recognizes that it can be difficult to get started with data-driven marketing and offers tips for taking the leap in her guide, Data-Driven Marketing Step One; Get Smart, Get Strategic.

Three key tips we like from Data-Driven Marketing Step One; Get Smart, Get Strategic:

  • Aligning behind a shared vision of data-driven marketing is critical across the entire marketing department and C-suite
  • Break your marketing strategy into fundamental components so you can give each one attention
  • Data-driven marketing strategy should include a customer interaction strategy, an analytics strategy, a data strategy, an organizational strategy, and a technology strategy

Cost: FREE

27. 8 Ways Data Can Boost Your Marketing Strategy
@LoginRadius

8 Ways Data Can Boost Your Marketing Strategy

LoginRadius is a leading customer identity and access management platform that helps businesses create a single customer view by centralizing customer data across all touchpoints. Their guide to data-driven marketing strategy offers  tips for using data effectively and improving marketing efforts.

Three key tips we like from 8 Ways Data Can Boost Your Marketing Strategy:

  • Use data to focus marketing and  stay within your budget
  • Boost digital marketing efforts by focusing on the user experience
  • Personalize your lead nurturing process

Cost: FREE

28. 7 Steps to a Data-Driven Marketing Strategy
@effinamazing

7 Steps to a DataDriven Markeitng Strategy

Effin Amazing is an analytics and growth consultancy. They offer 7 Steps to a Data-Driven Marketing Strategy, a guide to effectively using data in marketing campaigns, from writer Richard Bayston. Bayston reminds readers that organizations need to have data available to everyone so that it can support decisions.

Three key tips we like from 7 Steps to a Data-Driven Marketing Strategy:

  • Establish a cross-departmental and cross-disciplinary team to improve access to data and make it available to sales, marketing, and customer services teams
  • Ensure that your data is fed by as many customer behaviors as possible and that data from multiple sources is integrated and made accessible
  • Evaluate your ROI criteria so you are sure to measure and evaluate data-driven marketing accurately

Cost: FREE

29. Developing a Data-Driven Marketing & Sales Strategy with Marketing Automation
@HingeMarketing

Developing a DataDriven Marketing and Sales Strategy with Marketing Automation

Hinge is pioneering the science of growth for professional services firms and taking branding and marketing to a higher level. Their data-driven marketing guide, by Katie Cross, explores how data from marketing automation helps companies more easily measure the results of their marketing efforts.

Three key tips we like from Developing a Data-Driven Marketing & Sales Strategy with Marketing Automation:

  • Measure KPIs to see and understand the connection between marketing campaigns and tangible results
  • Rely on data to choose our marketing focus and use marketing automation to know which tactics generate the highest return at any given time in order to strategically pursue them
  • Focus time and resources on areas proven to be most effective

Cost: FREE

30. Social Media Analytics: 4 Steps to Data-Driven Marketing
@RivalIQ

Social Media Analytics 4 Steps to DataDriven Marketing

Rival IQ delivers analytics and competitive intelligence to help digital marketers make informed decisions, improve results, and better understand your market. In her Rival IQ guide to data-driven marketing, Tricia Mool shares the basics of social media analytics to guide readers through using data to drive business decisions.

Three key tips we like from Social Media Analytics: 4 Steps to Data-Driven Marketing:

  • Consistently engage on social media and gather analytics to understand your audience and which content best resonates with your target audience
  • Clearly define objectives and goals before building your social media presence
  • Identify the metrics you will use to measure success after you identify our goals

Cost: FREE

31. The CMO’s Guide to Data-Driven Marketing
@TurnPlatform

The CMOs Guide to DataDriven Marketing

Turn offers a platform that enables marketers to make smarter decisions and precisely execute and optimize omni-channel campaigns. Their guide to data-driven marketing explains that analytics must be at the heart of decision making to make marketing more efficient and impactful.

Three key tips we like from The CMO’s Guide to Data-Driven Marketing:

  • Integrate all of your data
  • Use consumer intelligence to get to know your audience
  • Engage in media ROI simulation while planning campaign strategy to define ROI/customer segment

Cost: FREE

32. How to Become a Data-Driven Company
@TDWI

How to Become a DataDriven Company

TDWI is advancing all things data by sharing in-depth education and research. In his data-driven how-to for TDWI, Ulrik Pedersen explains that companies must make a commitment to infusing analytics into all operations.

Three key tips we like from How to Become a Data-Driven Company:

  • Data and analytics must be at the heart of the business so that data can shape strategic decisions and operational processes
  • Across the organization, employees and management need to embrace data-driven insights to gain competitive advantage
  • Connect your most critical data sources and share data through dashboard, analyses, mobile business intelligence, storyboards, and reports

Cost: FREE

33. 4 Keys to Building a Data-Driven Company
@Inc
@jmbrandonbb

4 Keys to Building a DataDriven Company

Inc shares everything you need to know to start and grow your business. Inc contributing editor John Brandon reminds readers that a data-driven marketing strategy should not stop at gathering all of the data, but it must allow for gaining insight from it. Brandon also shares advice from Data-ism author Steve Lohr on gaining insight from that data.

Three key tips we like from 4 Keys to Building a Data-Driven Company:

  • Use your data to make decisions based on the metrics you value most in the long run
  • Analyze social media as a valuable source of customer insight
  • Data-driven marketing involves creating a culture that puts data first

Cost: FREE

34. Five Ways to Create a Data-Driven Marketing Culture
@MarketingProfs

Five Ways to Create a DataDriven Marketing Culture

MarketingProfs offers education for marketers through training, best practices, research, and other content. In his Five Ways to Create a Data-Driven Marketing Culture, MarketingProfs contributor and Bridgz Marketing Group president and CEO Jim Bergeson details five tips for using data to fuel a customer-centric marketing approach and explores how data helps organizations better understand customers, boost engagement, and get results.

Three key tips we like from Five Ways to Create a Data-Driven Marketing Culture:

  • Mine data from the inner resources of your organization
  • Connect data sources to understand customer behavior
  • Listen to customers by building alerts and triggers into data management systems

Cost: FREE

35. The Beginners’ Guide to Data-Driven Marketing
@Spark_Page

The Beginners Guide to DataDriven Marketing

SparkPage is a lifecycle marketing platform for web and mobile apps. The SparkPage team also offers actionable marketing advice on their blog, like The Beginners’ Guide to Data-Driven Marketing. This guide offers clear steps for developing a strategy that will lead to informed decisions and a growing business.

Three key tips we like from The Beginners’ Guide to Data-Driven Marketing:

  • Begin with a marketing plan that maps out your current strategy and how to plan to grow your business
  • Put your plans through tests such as market research, customer surveys, micro-tests, and experiments and then aggressively gather data to determine which plans have the highest chance of success
  • Frequently measure results and update underlying plans and assumptions

Cost: FREE

36. 34 Business Intelligence and Marketing Pros Reveal Their Top Tips for Creating a Data-Driven Culture Within an Organization
@ngdata_com

34 Business Intelligence and Marketing Pros Reveal Their Top Tips for Creating a DataDriven Culture within an Organization

NGDATA helps companies operationalize their data analytics via Lily Enterprise, a real-time analytics-based customer experience management solution. NGDATA also offers help to companies looking to better cultivate a data-driven culture by sharing answers from intelligence and marketing professionals about the best practices for doing so.

Three key tips we like from 34 Business Intelligence and Marketing Pros Reveal Their Top Tips for Creating a Data-Driven Culture Within an Organization:

  • “Start gathering KPI data. You manage what you measure. If there are metrics that are important to your business that you don’t know off the top of your head then they must not be that important. To create a data-driven culture, make sure the leaders on your team know what they’re being evaluated on and how to measure it.” ~ Sean Higgins
  • “Top-down, the C-suite should ask for numbers and mandate working toward a closed-loop reporting system. This is a big effort, but the ROI is waiting in the wings to be captured as soon as a system is in place and everyone in the organization is committed to using it.” ~ Gretchen Roberts
  • “Tie back to the bottom line. Most marketing professionals these days, from an entry-level marketer to the CMO, tracks and reports metrics. The best way to make sure that they proactively look for useful metrics to report on is by educating every team member on how his/her efforts contribute to the business’ bottom line.” ~ Swetha Venakataramani

Cost: FREE

 

Slide Decks

37. 5 Things You Must Consider for a Data-Driven Marketing Strategy
@beacontec
@hannon_hill

5 Things You Must Consider for a DataDriven Marketing Strategy

Beacon Technologies is a top web and digital marketing solutions firm in the United States, and Hannon Hill is a company offering the award-winning content management system Cascade CMS. Their SlideShare, 5 Things You Must Consider for a Data-Driven Marketing Strategy, contains information from a webinar about some of the common challenges associated with data collection and utilization.

Three key tips we like from 5 Things You Must Consider for a Data-Driven Marketing Strategy:

  • Consider which sources drive the most effective traffic for various purposes
  • Determine goals for your analytics
  • Craft marketing messages to specifically target customers’ underlying needs

Cost: FREE

38. Data-Driven Marketing: Quotes from 29 Experts Tell You How to Transform Your Marketing Organization
@VisualIQ

DataDriven Marketing

Visual IQ is a leading cross-channel marketing attribution software provider that powers cross-channel marketing measurement, optimization, and activation. Their data-driven marketing SlideShare includes expert tips on using Big Data and analytics to achieve their goals.

Three key tips we like from Data-Driven Marketing: Quotes from 29 Experts Tell You How to Transform Your Marketing Organization:

  • “To become a data-driven marketing organization, companies must identify the problem they’re trying to solve, and then decide what they need to do from a budgeting, staffing, and business process perspective.” ~ Tim Bourgeois
  • “When considering a move toward data-driven marketing, you must first take inventory of the resources at your disposal.” ~ Jonathan Margulies
  • “It takes time to turn a traditional marketing organization into a data-driven organization. You have to change people, processes, and technologies, and the benefits must be clear to key people throughout the organization. By starting small and building on your success, you prove your worth to the company and justify your marketing spend.” ~ Paddy Freeman

Cost: FREE

39. Data-Driven Marketing: What, Why, and How To
@AlexeiCherenkov

Data Driven Marketing What Why and How To

Data-driven marketer and chief data scientist Alexei Cherenkov presents an overview of data-driven marketing in his SlideShare. Cherenkov reminds viewers that data-driven marketing is personalized and customer centric, and he shares tips for implementing it over the course of 44 slides.

Three key tips we like from Data-Driven Marketing: What, Why, and How To:

  • Companies must collect data about everything and then carefully analyze insights for upcoming campaigns
  • Collecting, analyzing, and predicting customer behavior is key
  • Marketing technology delivers automation of strategic marketing planning and automation of marketing campaign planning

Cost: FREE

40. 5 Steps to Write a Data-Driven Marketing Plan
@ConsultAugentia

5 Steps to Write a DataDriven Marketing Plan

Augentia, a managed marketing services company featuring experts in fluid marketing solutions, consistently delivers excellence for increased ROI. They also offer 5 Steps to Write a Data-Driven Marketing Plan, a SlideShare that guides viewers through developing a plan and provides a template for writing one.

Three key tips we like from 5 Steps to Write a Data-Driven Marketing Plan:

  • Ensure that your plan includes internal data and external data
  • Align the plan with your internal stakeholders’ priorities to get buy-in and to foster collaboration
  • Consider which buyer persona is the most lucrative and which channels must be present in your new marketing initiatives

Cost: FREE

41. 10 Data-Driven Marketing Pitfalls You Must Avoid
@apteco

10 DataDriven Marketing Pitfalls You Must Avoid

Apteco is a privately owned software development business that specializes in marketing data analysis solutions. They highlight 10 key pitfalls marketers should avoid when moving toward data-driven practices in this SlideShare.

Three key tips we like from 10 Data-Driven Marketing Pitfalls You Must Avoid:

  • Data-driven marketing must be a company-wide decision that includes all departments working together in data management
  • Merge all customer data to ensure a 360-degree view of customers
  • Ensure high-quality data

Cost: FREE

42. Digital Marketing: A Comprehensive Primer on Data-Driven Marketing
@blacktar

Digital Marketing A Comprehensive Primer on Data Driven Marketing

An award-winning Norwegian internet software veteran who advises large companies on innovation and digital transformation, Vidar Andersen shares useful information and tips in this data-driven marketing SlideShare. The slides offer information on everything from digital marketing to future trends in data and analytics.

Three key tips we like from Digital Marketing: A Comprehensive Primer on Data-Driven Marketing:

  • Data-driven marketing puts the focus on consumers and their behaviors, interests, engagement, and actions
  • Don’t neglect mobile data in your data-driven marketing strategy
  • Balance data collection with consumer privacy

Cost: FREE

43. Setting the Scene for Better Data-Driven Marketing
@performinsights
@occamdm

Setting the Scene for Better DataDriven Marketing

The Performance Marketing Insights conference features affiliate marketing, biddable media, and lead generation. From the July 2016 PMI Conference, Setting the Scene for Better Data-Driven Marketing is a SlideShare from Gary Arnold, Occam DM solution strategy director. Occam DM, a St. Ives company, specializes in data-driven customer engagement.

Three key tips we like from Setting the Scene for Better Data-Driven Marketing:

  • Your strategy must account for consumers’ expectations of consistent, seamless experiences
  • Data-driven marketing that puts personalization and customer experience at the forefront gives companies a competitive edge
  • Committing to data quality is a must

Cost: FREE

44. Data-Driven Marketing Technologies and Their Role in Modern Marketing
@teedubya

DataDriven Marketing Technologies and Their Role in Modern Marketing

Travis Wright is a chief marketing technologist, speaker, and author who shares his data-driven marketing insights in this SlideShare, which he presented at the Digital Media Summit in May 2015. Wright explores the pros and cons of marketing technologies and highlights the key data companies must understand to perfect their marketing strategy.

Three key tips we like from Data-Driven Marketing Technologies and Their Role in Modern Marketing:

  • Data-driven marketing can result in smarter and more impactful decisions if you integrate marketing strategies, optimize your marketing mix, and ask and answer the right questions
  • Your strategy should work toward creating better user experiences and personalizing the customer journey
  • Marketers must account for and understand cross-platform consumer behavior, because 90% of people use multiple screens sequentially today

Cost: FREE

45. What it Really Takes to Become a Data-Driven Marketing Organization
@JasonHeller

What it Really Takes to Become a Data Driven Marketing Organization

Jason Heller is the global lead of digital marketing operations at McKinsey. He shares information on integrated marketing, cross- channel analytics, and more in this SlideShare presentation from Integrated Marketing Week.

Three key tips we like from What it Really Takes to Become a Data-Driven Marketing Organization:

  • A data-driven organization operationalizes capturing, processing, and utilizing data to make better decisions for improving products, customer experiences, operational efficiency, and competitiveness
  • Companies must overcome hurdles such as disparate data sets, siloed data, lack of time and resources, and lack of funding in order to become data driven
  • Companies that succeed in becoming data-driven make it a core value of the organization as a whole

Cost: FREE

46. Outlook 2014: Data-Driven Marketing in an Omnichannel World
@WinterberryGrp

Outlook 2014 DataDriven Marketing in an Omnichannel World

The Winterberry Group is a unique strategy consulting firm that helps advertising, marketing services, media, and information organizations grow value. This SlideShare presents information on data-driven marketing from the DMA Annual Conference and features the insights of Bruce Biegel, Winterberry Group senior managing director.

Three key tips we like from Outlook 2014: Data-Driven Marketing in an Omnichannel World:

  • Omnichannel considerations must move beyond integrated marketing and empower mutual value between marketers and consumers
  • Data-driven marketing must be directed toward driving informed customer engagement and enterprise business objectives
  • Customer analytics, rich content, operational infrastructure, and integrated data are key components of data-driven marketing

Cost: FREE

Webinars

47. How to Be a Data-Driven Marketing Powerhouse with Predictive Analytics & Big Data
@mintigo

How to Be a DataDriven Marketing Powerhouse with Predictive Analytics and Big Data

Mintigo offers a predictive marketing platform to help B2B marketers find buyers more quickly by combining the power of predictive analytics with Big Data. Their webinar, How to Be a Data-Driven Marketing Powerhouse with Predictive Analytics & Big Data, is offers in an on-demand format and features thought leaders from LinkedIn, SiriusDecisoins, and Mintigo discussing best strategies for taking a data-driven approach to marketing.

Three key topics we like from How to Be a Data-Driven Marketing Powerhouse with Predictive Analytics & Big Data:

  • How marketing is being transformed by Big Data and predictive technologies
  • How to effectively utilize Big Data and predictive analytics, as evidenced by marketing efforts at leading companies
  • How to prepare your marketing team to become a data-driven organization

Cost: FREE with email registration

48. Data-Driven Marketing: Getting in the Game
@TargetMktg

DataDriven Marketing Getting in the Game

Target Marketing strives to be at the forefront of the ideas and technologies that drive measurable success across industries and shares inspiring stories of the people and companies that are implementing marketing innovations. Their webinar, Data-Driven Marketing: Getting in the Game, features Intelligent COO and chief solutions architect Chris Bennett and Progressive Impressions International VP of product development William Soddy.

Three key topics we like from Data-Driven Marketing: Getting in the Game:

  • Consumer expectations for personalized experiences
  • Aggregating data sources to make communications more relevant
  • Leveraging data, tools, and techniques for customer acquisition and retention, data analytics, and predictive modeling

Cost: FREE

49. Data-Driven Marketing Technologies, Strategies, and Challenges
@Pardot

DataDriven Marketing Technologies Strategies and Challenges

Pardot offers B2B marketing automation by Salesforce. They also offer tips for marketers who are looking to become data driven in this webinar that features the insights of marketing technologist Travis Wright.

Three key topics we like from Data-Driven Marketing Technologies, Strategies, and Challenges:

  • Taking a fact-based approach to focus efforts on what works in marketing
  • Creating a solid customer advantage and strengthening customer relationships for marketing and sales with data-driven marketing
  • Defining and optimizing critical marketing strategies

Cost: FREE with email registration

50. Data-Driven Content Marketing at Scale: How to Get There Fast, NOW!
@curata

Webinar DataDriven Content Marketing at Scale How to Get There Fast NOW

Curata’s data-driven webinar, Data-Driven Content Marketing at Scale: How to Get There Fast, NOW! is available on-demand for viewers who want to learn more about implementing this content marketing strategy today. The webinar focuses on marketing ROI and improving the impact of content marketing.

Three key topics we like from Data-Driven Content at Scale: How to Get There Fast, NOW!:

  • Actions and frameworks for content marketing strategy
  • The shifting content marketing mix and its impact on data-driven marketing
  • Interpreting content marketing metrics to improve pipeline impact

Cost: FREE