Use of data to drive the success of marketing automation

                            

              

Introduction

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

Actually, 2014 was not so long ago. In the field of marketing, which is a field in rapid evolution, it seems that it was years ago. Then, when industry experts made great predictions of a heart in the heart of every digital marketing strategy. At that time, I had big data on one side and marketing automation on another. There was not a lot of crossing. Nowadays, they are practically inseparable. The gap has closed and is now highly dependent on each other.

The automation of big data and marketing works in a single way to provide companies with more effective ways to systematically collect and organize marketing strategies. It allows marketers to eliminate guesswork and tailor messages to make them more accurate. This saves time, improves results and generates a better commitment to the brand.

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

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 in determining what to automate and what not to."

As your company seeks to follow the right marketing automation processes and solutions, you will need to be aware of where you are drawing the line. In addition to determining what needs to be automated, be careful and not automate.

Here are some thoughts on the subject:

1. Capture the correct data.

The correct data can not be used. This means that a documented attack plan is needed on how to collect the data and what metrics it will look for. More specifically, you need a method to extract your data and select the important pieces in the middle of the irrelevant details. Just like trying to find a needle in a haystack, this is difficult without a plan.

"With the omnipresence of analytical tools like Google Analytics, the problem of data creation, but of its accessibility," writes expert Louis-Philippe Mathieu. "Identifying data that will be relevant to your automation processes can be useful in these places in the right place and build powerful processes with minimal effort."

2. Use automation to maintain communication.

The data have to do with 53 percent of marketers find with continuous and personalized communication with customers is now useful to create a moderate and significant revenue impact for their business.

Because manual communication with each client is highly inefficient and unrealistic, it can be used to automate these long-lasting relationships. When data is strategically leveraged to send automated messages that are triggered by certain predefined factors, it can be a greater loss, greater revenue and more involvement in marketing content. Ultimately, all this paves the way for future sales.

3. Implement triggers in real time.

With marketing, you do not always have multiple opportunities to reach your audience. If you want to increase your chances of seeing meaningful results, you should try to use the data to automate triggers in real time as clients to action on the function of their individual experiences.

The marketing of automation without customization is ineffective. In the event that the users of different users connect to your brand and then use the time to create triggering responses that are statistically coming from the user's database.

For example, if the user visits your site for the first time and chooses in the email form, send them to a right email. If the user also visits one of their social media profiles within the next 24 hours, they have their CRM platform activated that sends a message. The staff was very friendly and helpful.

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