Insightful Marketing: How To Use Data the Right Way

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When it comes to Big Data, not all is created equal. Different types of data help you in different ways. And yes, there is such thing as too much data. It’s all about knowing the types of data that you need to pay attention to in order to get the results you want.

Insightful Marketing


Let’s look at some key types of data that will help you better market to your customers and sell more products.

Past Purchases

When looking at existing customers, being able to easily view their past purchases is a huge boon in helping you market to them in the future, especially as it relates to email marketing.

If, for example, you sell women’s clothing online and you can see that a customer bought a navy skirt, she’s likely to be interested in the matching shirt that other customers have purchased to go with the skirt. You can send a customized email campaign to nudge customers into specific additional purchases that complement what they’ve already bought.

Also, using past purchases data, you can avoid the faux pas of emailing people and urging them to buy something they’ve already bought. If you sell office supplies and a customer recently bought a large order of printer paper, you’d be wasting your time to send a promotion on paper for the coming months.

Social Media Interactions

Being able to log into your CRM and see that a customer has been tweeting a lot of your blog content is a good indicator that she’s a fan of your brand. This gives you an opportunity to connect with her on social media and beyond.

You could even give her a “thank you” offer just for being so supportive: imagine how much she’ll share the fact that you gave her 50% off any item as a thank you for tweeting your content!

Beyond what a customer is saying about your brand, there’s other valuable data to be found in social media, including interests. When you pay attention to the likes and interactions your demographic has on social media, you’re able to better target your marketing and sales.

Sales Numbers

While much of the data marketers pay attention to these days is drilled down to the individual level, there’s also value in the big picture. CRM is great for sales data: you can see which items are selling best, the types of people who buy them, and when those products sell the most.

This information is valuable to plan your marketing campaigns around. For example: if there’s a product isn’t selling well, you could bundle it with a more popular item. If an item always sells well in October, you don’t have to mark it down then.

Blog Interactions

Your blog is another valuable source of useful data. Looking at your analytics, you should be able to determine which are your most popular blog posts, and what keywords people search to land on your blog. You can find out which marketing channels send your blog the most traffic, and put more focus there.

Blog comments are also a good thing to watch. The more comments, the more people love your content and want to engage with it. Social shares indicate a given blog post’s popularity on social media.

Yes, data is extremely valuable, but you don’t have to measure every single data point possible. Focus instead on the data that matters for your company’s goals.