Data Driven Marketing: the DNA of customer orientated companies

11 · 10 · 2017



As we have seen throughout this study, new trends related to data management, analysis and processing are opening up an incredible universe of possibilities that will allow any organization to make a qualitative leap forward in this new era of knowledge. This is what we wanted to reflect in the Data Driven Vision study, in which we wanted to share our reflections and real experience of carrying out data projects for different clients.

The immense amount of data generated in any organization makes it necessary to equip that organization with the skills and structures needed to treat and process that data; it also marks the long-term success of that organization, and demonstrates their ability to survive in and take advantage of this new reality.

In this regard, it’s clear that the benefits of an optimal understanding of business data is critical to the success of any organization, and representative of a competitive advantage over those organizations that are unable to fully understand the context in which they operate.

This understanding translates into a greater capacity for analysis; obtaining results in real time and monitoring any activity taking place. It takes on a special relevance when it comes to enabling predictive models that, based on a broad historical foundation, and in the conjunction with multiple variables (internal and external), will be able to predict any future evolution, both at an organizational level and of any agent involved in the company’s daily activity. In this way, we will be able to fine-tune any predicted demands, supply needs, logistics optimizations, customer behaviour changes…etc. Thus, we are able to optimize any decision making process, although in this marketing environment we can obtain more immediate business results, and promote a commercial offer that is highly adapted to the needs of each individual consumer, providing us with an undeniable advantage in terms of commercial approximation, communication and offers of personalized services.

The development of this sort of approach, as we have already explained, requires not only the incorporation of tools and personnel, but also a change in the organizational structure at every level. Only an all encompassing culture of data guarantees the capture, analysis and subsequent processing and interpretation of any data generated at any point in the value chain.

A data driven culture is not only important in the development of this dynamic, but the data itself can be used to optimize any cultural process in the co-worker’s journey. There are multiple sets of data generated within a company; and it is possible to collect data from our employees too, so that they might better express themselves, and provide us with more in depth understanding of their concerns and training needs. And so, we enter a virtuous cycle in which the data allows us to optimize a culture that will facilitate the analysis of that every day data generated within the organization.

There are of course obvious benefits to the application of data in order to meet the needs of an increasingly demanding consumer, offering a more personalised experience. However, we also find ourselves with the immense potential to track an infinity of data, allowing us the ability to theoretically track the entirety of the consumer journey.

We hope that this study can serve as a guide and inspiration for anyone who wants to promote the use of data as an essential to intelligent decision making within any organization.

We invite you to download it here.

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'A fresh postgrad in Human Resource Management from the University of Sussex, the idea of learning about ‘people’ is still such a fascinating topic to me. Despite hailing from a business background, I’ve never been one to shy away from anything creative - talk to me about photography and design and I’m all ears! 

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