Data-driven marketing refers to all marketing decisions and actions using data related to consumers. Data-driven marketing may be considered as a 2013 buzzword, even if before the rise of digital marketing most part of offline marketing was already based on available data. Thus, direct mail and telemarketing have been based upon consumer data for many years.
Nevertheless, the use of the data-driven marketing term emphasizes the fundamental role of data in digital marketing. Thus, consumer data is used for:
CRM data driven advertising
email segmentation and personalization
Types of data companies collect and use for data-driven marketing:
Image credit Teradata 2013 "Data-driven marketing survey".
The advent of data-driven marketing is obviously tied to the big data phenomenon and has many consequences:
more and more programmatic marketing driven by data
"supremacy" of analytics
data management issues (big data challenges)
data leak issues
role of math men and data scientists
importance of good relationship between IT and marketing
According to a BlueKay 2013 study, 91% of surveyed worldwide marketing executives and media buyers agreed that the use of data figured prominently into segmentation and targeting strategies.