Data-Driven Marketing May Result in Stale Marketing Efforts

1. Data-Driven Marketing
May Result in Stale
Marketing Efforts

2. Data-Driven
Marketing May
Result in Stale
Marketing
Efforts
 Temitayo Etomi currently serves as the general manager of
operations for the Lagos State Signage & Advertisement Agency
(LASAA) in Nigeria. Prior to this position, Temitayo Etomi
managed her own marketing firm, and she remains deeply
interested in topics like data-driven marketing.

3. Data-Driven
Marketing May
Result in Stale
Marketing
Efforts
 The American Marketing Association recently published an article
noting that while data-driven marketing can help ensure that
consumers receive relevant product suggestions, overreliance on
predictive analytics could result in increasingly repetitive and
unsatisfying marketing efforts. According to new surveys from the
research division of the international marketing firm McCann
Worldwide , 66 percent of survey participants want to be
“inspired” by their shopping outlets and 57 percent expressed
concern that they will encounter fewer new items if companies
base marketing efforts on previous purchases .

4. Data-Driven
Marketing May
Result in Stale
Marketing
Efforts
 Instead of using shoppers’ data for ad retargeting, the study
suggests that shoppers would rather have this data used to
generate information about what they might like to purchase. The
researchers noted that the algorithms could integrate more
context and other metrics to increase marketing offer diversity.