The Definitive Guide to Data-Driven Marketing

Introduction

Today’s martech landscape offers marketers unprecedented opportunities to create more value for their businesses by understanding and satisfying customer needs. New advancements such as generative AI (gen AI) and large language models (LLMs) are driving change as well as sales. And the marketing technology ecosystem is rapidly expanding: more than 2,000 new apps were added in the first three quarters of 2023 alone.

However, marketing teams are faced with many obstacles to leveraging these tools, including outdated architectures and systems, increasingly fragmented data, privacy issues and regulatory constraints, and limited budgets. To overcome these challenges, you need a marketing data stack built on a unified and persistent customer and marketing data foundation. This way, organizations can use data strategically to plan, execute and measure their marketing activities while delivering personalized campaigns and ensuring customer privacy and trust.

This definitive guide will explore how marketing organizations can achieve full data-driven marketing to unlock the power of their customer and marketing data, and enable customer 360, planning and activation, campaign intelligence, and granular measurement.

It’s important to note that although the objective of data-driven marketing is to eventually centralize your customer and marketing data in one place to supercharge your marketing efforts, you don’t need to unify all of your data immediately to achieve results. Data-driven marketing is a journey, and organizations can reap the benefits of data unification even at the beginning stages by simply bringing together marketing or customer data from a couple of core data sources.