Data-Driven Marketing – What Is It and How Is It Done?

Have you ever come across the term data-driven marketing? It might sound fancy, but it’s actually a practical – some would say essential – approach to understanding your customers better, offering them precisely what they need, and boosting your ROI at the same time.

What is data-driven marketing?

Data-driven marketing refers to marketing where decisions are made based on data. Actions in data-driven marketing are measurable, which means their effectiveness can also be continuously optimized.

Marketing automation acts as the engine of data-driven marketing, ensuring that collected data is translated into actionable steps. At the same time, automation campaigns generate new data that can be utilized across multiple channels through integrations.

Companies that embrace data-driven marketing can gain a significant edge over competitors. For instance, according to the Marketing Automation 2025 survey conducted by Liana, only 14% of marketing automation users measure ROI (return on investment) to assess results. Shockingly, 8% do not measure these results at all.

By using data effectively, companies can identify trends and market opportunities before their competitors do.

How to get started with data-driven marketing?

1. Assess the current situation and define goals: A clear understanding of your existing data and specific goals will help you determine which kind of data you need and how it should be used.
2. Collect data: Customer data can be gathered from various touchpoints where customers interact with your business. Focus on first-party data and ensure you follow responsible data practices.
3. Segment and personalize: Use your data to create personalized and highly targeted campaigns.
4. Optimize data utilization: Continuously monitor the effectiveness of your marketing campaigns and make adjustments as needed.

Want to understand data-driven marketing on a deeper level and see practical examples? Read more about the topic in our article:

Data-Driven Marketing – What Is It and How Is It Done? ?

Learn why 92% of marketers recommend marketing automation – and what’s next for 2025

The results of Liana's marketing automation survey have now been published. The State of Marketing Automation 2025 guide reveals how marketers actually use marketing automation, and how their thoughts about it have changed among the years.

Here are few interesting findings about the survey results:

• Marketing automation brings significant benefits, but measuring its effectiveness still needs improvement.
• The challenging economic situation is also affecting marketing automation. However, the automation tools have proven their value through use.
• The role of AI in the development of automation is growing, but its practical benefits are not yet fully visible.
• Marketing automation is used in diverse ways, but there is a clear need for support functions.
• Nine out of ten users would recommend marketing automation, despite the challenges they have encountered.

Curious to learn more about the results? All data from the automation survey is now available in a comprehensive guide that you can download for free.

Download the survey results guide ?

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