Glossary

What is data-driven marketing?

The digital transformation has also given rise to a new form of digital business, which primarily includes data-driven marketing. Today, the retail and consumer products industries, in particular, must serve their consumers on an individual basis. However, this is only possible if they can also ensure a strong customer experience.

They do this by collecting data across all touchpoints and channels (such as onsite, offsite, CRM, social media, business intelligence, email, and display) throughout the customer journey, linking this data together, and analyzing it using powerful tools. Data-driven marketing thus enables these companies to implement targeted campaigns for optimal customer retention—not based on gut feelings, but on solid data. A study by Splunk, recently published in WuV, clearly shows how a company’s success is linked to its use of data. The result: Companies that use their data effectively increase profitability by an average of 12.5 percent, as reported by WuV.