Data-driven marketing is soaring in popularity among marketers – because it delivers great results. A data-driven marketing strategy communicates with your audience based on the data gathered about them.
This data is used to identify possible touchpoints, understand your customer's pains, and predict what their future behaviour will be. Data-driven marketing helps you to scale effective personalised campaigns and attract more customers for a lower investment.
But what does a successful data-driven marketing campaign look like? Often the best way to learn is from examples, so to help you out we have put together a quick list of our favourite data-driven marketing campaigns and explained why they work so well.
One of Spotify’s most successful content marketing campaigns is fueled by huge amounts of customer data – Spotify Wrapped.
Spotify Wrapped is a campaign that you will have seen all over your Instagram and Facebook over the month of December and if you are a Spotify user you probably participated in it yourself. Spotify shares with its user's interesting insights into their music taste such as their most listened to artists, genres, and how many minutes of music they listened to over the year.
One of the great things about this campaign is that it shares with users a lot of the data collected about them and delivers personalised content without being creepy. Nobody reviews their 2021 Wrapped and thinks to themselves ‘Why does this company have so much of my personal data?’
One of the reasons this campaign is so successful is the Instagram and Facebook Story integration. This makes it simple to share your Wrapped data with all your followers. The stories are created in bright and bold visuals in the correct size and format to look great when shared on social media.
This is not simply a fun campaign that has no purpose. This is a campaign that has generated huge amounts of revenue. Not only does Spotify Wrapped increase the engagement among its existing users, but Spotify app downloads also increased during the first week of December by about 100,000 in 2020.
If you've not heard of RockBox, it is a jewellery subscription box. They have swooped to success in the past few years because of the personalisation that they provide to their customers. Which, you guessed it, is fueled by the data they collect.
RocksBox is an expert in collecting data and doing it in a simple way that never makes customers concerned about their privacy. All information that is collected about their customers is done so with the consent and then they use their expertise to ensure that all data is utilised to its full potential.
RocksBox has a multi-touchpoint data collection strategy that starts with a customer survey. The survey is then to segment subscribers based on their personal jewellery tastes.
Subscribers can then favourite pieces of jewellery from the website that they would like to have in future boxes. In addition, customers can leave direct feedback on previous boxes they received. All of these data points are collected and allow RocksBox to deliver highly personalised products to their customers. This level of personalisation builds brand loyalty and keeps customers coming back every month for their next box.
Learn How to Build a Data-Driven Culture in Your Marketing Team and start generating these results with personalisation.
Revolut is a UK based fintech start-up that became a unicorn. It is essentially a digital bank and has continued to attract new clients because of its constant improvements. One of the major updates that came in 2021 was the 8.0 upgrade that included the functionality for users to customize their home screens so users can see only the information that is really relevant to them, making it easier and faster to use the app.
This type of hyper-personalisation combines real-time data with cutting-edge technologies such as artificial intelligence (AI) in order to provide users with more relevant information about a product or service.
This type of detailed personalisation is what helps Revolut to continue to engage its clients and keep up and compete with major banks.
Data-driven marketing delivers great results. Personalisation allows your brand to convert leads
at a lower cost and to keep your current customers engaged. That personalisation performs better when it is fueled by data. Sometimes it can be hard to wrap your heads around what data is useful so it's good to look to examples of brands like those above – who are nailing personalisation with data-driven marketing – for inspiration.
See inspirations here:
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