Use Of Big Data To Drive The Success Of Marketing Automation

Introduction

When studying the changes, the evolutions and the trends of marketing in the last five years, it is obvious that the trajectory points firmly towards automation, personalization and efficiency. Almost any new technology, platform or marketing product emphasizes one or more of these focal points. And if you study it even more closely, you will also notice that many of the advances in marketing focus on big data and the use of analysis.

The push for automation

Actually, 2014 was not that long ago. In the field of marketing, which is a rapidly evolving field, it seems that it was centuries ago. So, when industry experts made predictions that big data would one day be at the heart of every digital marketing strategy, they did not necessarily indicate the obvious. At that time, I had big data on one side and marketing automation on another. There were not many crosses. Nowadays, they are practically inseparable. The gap has closed and they are now highly dependent on each other.

Big data and marketing automation work in unison to provide companies with more effective ways to collect and organize data that can be used systematically in advanced marketing strategies that reach micro audiences wherever they are. It allows marketing specialists to eliminate conjectures and adapt messages to arrive with much greater precision. This saves time, improves results and promotes better brand participation.

As Oktopost explains, "Big Data is no longer a way to improve marketing automation; it's the only way to make it work effectively." Without the right data, B2B marketing specialists are blindly automating tasks without taking into account the behaviour and buyer preferences: they are automating inefficiencies.

Keeping in mind that inefficiencies undermine brand loyalty and the end result, data-driven marketing automation has positively changed the "game" forever.

Use of data to drive marketing automation

"Studies show that 60% of occupations can save 30% of their time with automation, which leads to more time for innovation and growth of the company," says ONTRAPORT. "The key to a successful automation strategy is discretion when it comes to determining what to automate and what not to."

As your company seeks to embrace the right marketing automation solutions and processes, you need to be aware of where the line is being tracked. In addition to determining what should be automated, you must be careful about what you choose not to automate.

Here are some ideas on the subject:

1. Capture the correct data

You cannot use the data to direct your marketing automation efforts if you do not collect the correct data. This means that you need a documented attack plan on how you will collect the data and what metrics you will follow. More specifically, you need a method to extract your data and select the important parts in the middle of the irrelevant details. Just like trying to find a needle in the haystack, this is difficult without a plan.

"With the ubiquity of analytical tools like Google Analytics, the problem is rarely data creation, but its accessibility," writes expert Louis-Philippe Mathieu. "By identifying the data that will be relevant to your automation processes, you can store that data in the right place and create powerful processes with the least effort."

2. Use automation to maintain communication

The data show that 53% of marketers find ongoing and personalized communication with existing customers to help create a moderate to significant revenue impact on their business.

Because manual communication with each individual customer is highly inefficient and unrealistic, automation can be used to forge such long-lasting relationships. When data is strategically leveraged to send automated messages that are triggered by certain predefined factors, you can expect significantly lower abandonment, higher revenue, and more engagement with marketing content. Ultimately, all this opens the way for future sales.

3. Implement triggers in real time

With marketing, you do not always have several opportunities to reach your audience. If you want to increase your chances of getting meaningful results, try using the data to automate the real-time triggers that drive customers to action based on their individual experiences.

Marketing automation without customization is ineffective. Take the time to understand how different users related to your brand, and then use the data to create response triggers that statistically prove to work according to the user's unique information.

For example, if a user visits your site for the first time and chooses your email form, please send them a specific email immediately. If that user also visits one of the social networking profiles within the next 24 hours, his CRM platform will be activated to send a direct message. Little things like that make a big difference.

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