A Definitive Guide to Data-Driven Marketing.
                     A Definitive Guide to 
Data-Driven Marketing
What is data-driven marketing?
• Data-driven marketing is a strategy that relies on 
information management to make decisions. 
• This recorded information comes from marketing 
tools such as project management platforms and 
social media analytics
Source: www.wrike.com
Benefits of data-driven 
marketing
• It’s easier to work with, more effective, and has 
proven results. 
• And the best part is, it’s tailored to your unique 
business, giving you insights, you couldn’t find 
anywhere else. 
• When used correctly, data-driven marketing can 
be leveraged to improve overall performance. 
Source: www.wrike.com
Real-world benefits of data-
driven marketing
• Informed decisions: Nearly two-thirds of leading 
marketers say that decisions made with data are 
superior to those based on gut instinct.
• Improved ROI: Businesses that employ data-
driven personalization delivered 5-8x the ROI on 
marketing spend.
Source: www.wrike.com
Real-world benefits of data-
driven marketing cont.
• More profit: Data-driven marketing are more 
likely to have an advantage over the competition 
and increase profitability. 
• Competitive edge: This allows you to beat 
competitors to the punch when reacting to 
important events along the customer journey.
Source: www.wrike.com
Type of data used for data-
driven marketing 
• Personal data: Such as email addresses and 
phone numbers, help marketers learn about 
individual accounts and discover patterns about 
the personal interests of their target group. 
• Engagement data: shows what leads do or don’t 
respond well to on all the existing marketing. 
Source: www.wrike.com
Type of data used for data-
driven marketing cont.
• Behavioral data: like customer purchase histories 
help you build more accurate profiles and 
enticing offers.
• Attitudinal data: gets to the core of how much 
your audience likes the products and experience. 
Source: www.wrike.com
How do marketing agencies 
acquire data for marketing?
• Directly asking customers: This includes 
everything from post-sales surveys to product 
rating bars on your website. 
• Indirectly tracking customers: Think of asking for 
permission to use cookies whenever someone 
clicks on a landing page. 
• Appending other sources of customer data: 
Third-party research institutions and case studies 
on competitor sites are useful for this category.
Source: www.wrike.com
Data collection technique
• Asking for audience feedback in the form of 
customer satisfaction surveys, social media polls, 
and product reviews. 
• Using social media, email newsletters, and 
website analytics tools to evaluate engagement. 
Source: www.wrike.com
Data collection technique cont.
• Indirectly tracking audience behavior using tools 
such as cookies, paid ads, web beacons, and 
loyalty programs. 
• Looking through past customer service and sales 
communications to see what questions, 
concerns, and issues leads have with your current 
offers. 
Source: www.wrike.com
Tips for data-driven marketing 
strategy
• Create naming systems: Have a system in place 
for how everyone should name files.
• Use the footnotes: If you don’t want to 
overwhelm others with each file’s context 
information, put those details in the footnotes or 
citations. 
• Cross-reference surprises: If you ever come 
across a surprising result from your data, 
remember to cross-reference it.
Source: www.wrike.com