From Data Silos to Strong Results? Transform Your Marketing Approach with These 3 Data-Fueled Tactics

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From Data Silos to Strong Results? Transform Your Marketing Approach with These 3 Data-Fueled Tactics

1 - Connect data silos.

2 - Improve marketing performance.

3 - Align all teams.

Step 1: Connect Data Silos

Silos contain marketing data that isn’t accessible or understood by everyone in your organization. As a marketer, you might know exactly how to interpret the data in each of these silos, but your colleagues in sales or service might not. To unify data, first list out your data sources, such as digital ads, websites, and social media platforms. What language does each data source speak? Once you’ve identified these individual data languages, it’s time for some translation.

You don’t have to do this manually. In fact, you shouldn’t—it’s time-consuming and frequently inaccurate. Use technology like artificial intelligence (AI) and machine learning to standardize your marketing data sets so that you’re delivering accurate, real-time insights that your entire organization can understand.

Step 2: Improve Marketing Performance

Once you’ve unified your marketing data, it’s time to put it to work. But data can be overwhelming, especially when you’re pulling it from multiple sources. Where do you start? Begin by turning to the same technology you used to translate your data into a common language. Before putting your data to work, put your tech to work.

Use AI and machine learning to pinpoint what isn’t working in your campaigns—for example, a campaign that’s spending too much or a dip in customer engagement for a certain channel. These are hidden opportunities that allow you to focus on making your campaigns more effective. With the help of digital assistants like AI, you can also analyze translated data much more quickly.

Step 3: Align All Teams

You’ve unified your data. You’ve used technology to analyze that data and improve your campaigns. Now it’s time to bring it all together across your organization’s sales, finance, and product teams.

This doesn’t mean explaining your data-driven insights to each team on an ad-hoc basis, which can be time-consuming and ineffective. It means delivering these insights in terms every team understands, and doing so in real time. Again, you don’t have to do this manually. Use automation to send your insights directly to each team so that they can prioritize testing and optimizing their own performance. When all teams are aligned in this way, you’re more likely to launch successful marketing campaigns across the board.

Data-Driven Marketing

As a marketing technology executive, I believe that utilizing data effectively is critical for driving marketing performance. By connecting data silos, improving marketing performance, and aligning all teams, we can maximize the potential of every marketing campaign and achieve our business objectives.