Lecture at the American University in Bulgaria talking about the concept of the T-shaped marketer and the importance of data in making informed decisions.
AUBG Lecture - Data & Analytics - Importance of data.pptx
1. Topics in Marketing Practice:
Digital Marketing Fundamentals
The Importance of Data
How marketing uses data for decision-making
2. Head of Data & Analytics
Talk to me about:
“data”
“gaming”
“skiing”
“whisky“
Yasen Lilov
3.
4. Marketing usually revolves around two aspects that include
1Understanding
audiences’ needs
and preferences
2Creating a demand
for the products that
the target market
wants to purchase.
10. Data-driven
marketing
is the use of data acquired through customer interactions to gain insight on
customer motivations, preferences and behaviors.
Data-driven insights enable organizations to enhance and personalize the customer
experience and make decisions backed by data.
11. The use of data allows for…
Improved performance
➔ Increasing the success of campaigns
➔ Driving purchases via personalized offers
➔ Ability to test and iterate quickly
1
12. Increased efficiency
➔ Measuring the success of your marketing
➔ Letting advanced algorithms do the job
➔ Making informed decisions when allocating
media budgets
The use of data allows for…
2
13. Reaching customers more
effectively
➔ Personalize customer communications
➔ Reach out to customers cross-channel
➔ Increase customer loyalty
The use of data allows for…
3
16. Data challenges to do data-driven marketing
Getting the right
data in scalable,
privacy-first and
easy to
understand way
Interpreting the
data
Integrating
platforms to blend
and enrich the
data
Acting on the
data
27. Data-driven
Marketing sounds
great, but where do
start from?
Google Tag Manager
Google Looker Studio
Firebase for Apps
Google Analytics 4
Google Search Console
Google Ads
Facebook Ads
LinkedIn Ads
28. Requires a T-shaped marketer
The digital marketing landscape is
complex and becomes technical.
29. T-shaped marketer?
a metaphor for an individual's strengths,
with the vertical line representing expertise,
discipline and knowledge of a particular
field, and the horizontal line representing
cross-discipline competencies and the
ability to collaborate with professionals in
other fields or roles.
34. THE
CLIENT
Payhawk helps you manage and automate everything between your bank and accounting software in real-time.
35. THE
CLIENT
Payhawk helps you manage and automate everything between your bank and accounting software in real-time.
36. THE
CHALLENGE
Payhawk, a rapidly growing fintech company, was facing
challenges with their Meta Pixel conversion tracking.
Regulatory changes, the use of ad-blockers, and other
technical issues were resulting in underreporting of
conversions, leading to incomplete data and potential
inaccuracies in their marketing efforts.
An audit of the existing Meta Pixel setup revealed
configurational areas for improvement. Payhawk needed a
solution that would provide more accurate, reliable, and
comprehensive data on their ad conversions.
37. THE
APPROACH
That's where we came in.
As a digital agency specializing in these technologies, we
partnered with Payhawk to address the challenges. Starting
with stakeholder interviews to fully understand the issues
and followed it with an audit of the existing Meta Pixel setup.
Based on our findings, we provided consultation on
configuring Google Cloud Platform to host the GTM server-
side container. We then made necessary adjustments to the
Meta Pixel configuration on the client-side, ensuring
accurate data capture via Google Tag Manager.
Lastly, we configured the server-side GTM to send data to
Meta via the Conversions API, creating a direct link between
Payhawk's marketing data and Meta's systems.
The whole setup can be seen on the next slide:
Payhawk Website
Browser
Pixel
GTM
Google Cloud Platform
Conversion
API
ssGTM
38. THE
APPROACH
Consumer
Web Browser
Google Cloud Platform
Meta Servers
Privacy, Browser or 3rd party Ad-
blockers may prevent data collection.
Payhawk Website
Browser
Pixel
Conversion
API
ssGTM
GTM
Conversion API fills the gaps where data
collection is disrupted
39. THE
RESULTS
58%
more measured
events
Data based on Meta Pixel plus the Conversions API,
compared to Meta Pixel alone.
The result was a more robust, accurate, and reliable system
for tracking ad conversions. By overcoming the limitations
of client-side tracking and ensuring direct data transfer to
Meta's servers, Payhawk now has access to more
comprehensive and accurate data for their ad campaigns.
This has empowered them to make more data-driven
decisions, optimize their ad targeting, decrease cost per
action, and ultimately, improve their marketing ROI, based
on the increased levels of available data.
The partnership did not only solved Payhawk's immediate
problem of underreported conversions but also set them
up for long-term success by optimizing their use of
powerful marketing technologies.
47. Resources
1. Google Analytics course
2.Google Analytics certification
3.Access the GA Demo account
4.AARRR Framework
5.Occam’s Razor - Analytics & Dataviz blog
6.Superweek Hungary - Best data & analytics conference
7.MeasureCamp - Best data & analytics un-conference (free)
8.The myth of the ‘non-technical’ marketer
9.The technical marketer blog - by Juliana Jackson
Editor's Notes
Mad Men: Don Draper pitches 'Pass the Heinz' idea to Heinz: https://www.youtube.com/watch?v=iDzZg3OE3B8
However, this approach involves a lot of trial and error as marketers make decisions based on the assumptions they develop about the target audience. By following traditional marketing methods, businesses waste their time, money, and resources by launching various campaigns to identify the one that meets their marketing objectives.
After all, data-driven marketing offers businesses a myriad of benefits.
With detailed customer insights at their disposal, marketers
>can increase their customer acquisition
>create highly-targeted and personalized campaigns
> and help the stakeholders make informed decisions.
On the contrary, data-driven marketing alleviates the risk that businesses have to go through when they apply traditional marketing methods. With this approach, marketers can gain a deeper understanding of their target audience and present the right product offering, at the right time, to the right prospects.
Phases to get to data-driven marketing
This is not an exhaustive list, however, what all of these platforms have in common is…. data
This is not an exhaustive list, however, what all of these platforms have in common is…. data
This is not an exhaustive list, however, what all of these platforms have in common is…. data
And this is data-driven marketing
And this is data-driven marketing
And this is data-driven marketing
Creativity drives data drives creativity for Spotify ads: https://www.youtube.com/watch?v=cshKKhKnSgY
