What it is and why you need to use it in your 2020 marketing - Insurance Finances

Data-driven personalization continues to grow in efficiency for marketing departments. Let's dive in to find out what it is and why it matters to you 2020 marketing strategy.

What is data-driven personalization?

Data-driven personalization is when you know enough about someone to deliver content to them at the right time. At its core, personalization is about delivering value to someone at the right time. Gone are the days of random and general explosions. Today, you have to be specific, personal, and strategic with your marketing efforts.

Which means why data-driven personalization is a big deal for marketers in 2020.

It's a big deal that my team at Ascend2 conducted a “Data-Driven Personalization Survey” to collect data on how marketers are using data-driven personalization to enhance their marketing strategies. 251 marketing professionals participated in the survey. To review all data you can download Data-driven personalized survey summary reports .

Here are the key findings from the report and some tips on data-driven personalization to plan your 2020 marketing strategy.

Deliver a better customer experience with data -Data-Driven Personalization

Delivering a better customer experience was the top goal for a data-driven personalization strategy for nearly two-thirds (64%) of the marketing professionals surveyed. Increasing visitor engagement and increasing conversion rates were also key goals according to 44% and 43% of those surveyed, respectively.

So how do you improve? customer experience ?

1. Know your customers. To know your customers, you need to collect as much data as possible and have a streamlined process for using that data. You have to clear your data bins and have data consistency. Take the time to troubleshoot your data problems and unlock more insights about your customers.


2. Let your customers help themselves (self-service). Give control to your customers, and you'll have happy customers. User preferences, FAQs on your website, a self-service line, and contact options are a few examples of how you can help your customers take control of their experience with your brand. your brand.


3. Engage your customers on social media. Take every opportunity to interact with your customers. Make sure there's a process in place to track and respond to your customers, and in return, you'll build loyalty and a better understanding of what's important to your customers.


4. Develop a customer-centric culture. Strive for your entire company to be customer-centric. From leaders to frontline workers, build a culture that puts the needs of the customer above the needs of the company.

Dive into your data and solve your data problems – Crucial to your success with Data-Driven Personalization

When it comes to data success – proven personalization strategies, improving customer experience and increasing visitor engagement top the list of challenges for 44% and 42% respectively. marketers, respectively.

Improving the quality of the data used is also an important challenge, according to 41% of those surveyed. Data quality is a common challenge for all types of marketing tactics: email, content, search, social, lead generation, etc. The last time you dig deep into your data is when? Do you have a data warehouse? Are you collecting and using data from your website to improve customer experience? Don't be afraid to tackle your data problems, as it is crucial to your success.

Determine if you are collecting the right data

Today, the type of data collected for marketing use has gone beyond traditional names, companies, and titles. More than half (55%) of marketing professionals say website activity is the most important type of marketing data used for personalization efforts. Transactional activity also topped the list of important data types so 47% of those marketers surveyed.

More than half (55%) of marketing professionals say website activity is the most important type of marketing data used for personalization efforts. Click to Tweet

Have you performed a review of your data and answered the questions?

• What marketing data are you collecting?


• What data do you collect?

The last two findings are useful when you're asking your leadership team to allocate budget and resources for personalization.

Effective Data-Driven Personalization – Now's the Right Time to Take Advantage

Data-driven personalization in action! A quarter (25%) of marketing professionals surveyed reported that the effectiveness of the personalization strategy data-driven approach is increasing significantly, while 67% say it is increasing slightly.

A quarter (25%) of marketing professionals surveyed report that the effectiveness of data-driven personalization strategies is increasing significantly. Click to Tweet

Marketers are allocating more budgets to data-driven personalization

It is clear that marketers see value in spending time, resources and costs to personalize in their marketing efforts. The majority of those surveyed (86%) would spend more of their total budget incorporating data-driven personalization into their overall strategy. Almost one in five (18%) describe this increase as significant.

When faced with a difficult decision, I am always looking for research that can help guide my decisions on marketing strategy, marketing plan and marketing budget. Research comes in handy when I need to sell my plan to the management team and fine-tune my existing strategy.

Get more details about the study by downloading the full study, Data-driven personalized survey summary reports .

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