This document discusses how to develop a data-driven marketing strategy. It recommends building a data-driven culture, leveraging data to act at the right time, optimizing for key data points, integrating customer data, and developing a vision for how to use data. Case studies show how data-driven approaches helped companies increase sales by 34% and better target audiences. The conclusion states that transitioning to data-driven marketing will enhance data collection and analysis to continuously improve performance.

1. Win Over Your Competitors
with Data Driven Marketing Strategy
bestercapitalmedia.com
Create Winning
Marketing Strategy
Leveraging Insights
& Data

2. CONTENTS
MARKETING AVENGERS
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C-Suite Marketing & Technology Companionship for Hacking
Business Growth in 2020
Introduction
How do you
do it?
03
04
02
Data-Driven
Marketing
Strategy
ABSTRACT
he purpose of this whitepaper is to
enable businesses to leverage data and
insights to increase efciency, provide
seamless experiences, build a data-driven
culture, empower automation, data
utilization at scale and use programmatic
advertising to laser target relevant audience.
Incorporating winning strategies, this
research paper will allow you to better
organize, analyze and apply data in every
operation.
T

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Data-driven marketing is the future as it allows businesses to perceive
data and define actionable items. In today’s hyper-competitive global
economy, relying on advanced data analytics and metrics can accelerate
business growth.
Introduction
21.4% GROWTH
TO REACH AT $88
BILLION
It is estimated that Digital
Marketing is experiencing massive
growth, leaving behind all the
conventional advertisements
including TV Advertising.
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Introduction 03
Advertising Spending in the MENA
region: A recent Zenith study claims that in
2017 internet advertising overtook traditional
television to become the world’s biggest
advertising medium, accounting for 38 % of
total ad expenditure. As internet advertising
matured, internet ad spent grew by 12 %
year-on-year in 2018, and is expected to grow
by an a year fromaverage growth rate of 9 %
2018 to 2021. As per forecast, by 2021,
internet advertising will account for 47 % of
global ad spend.

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DATA DRIVEN MARKETING STRATEGY
How Do You Do It?
Data - Driven Marketing
1- Build a data-driven culture at
your brand:
Build a data-driven, audience-rst brand,
you need a vision for how to use that data.
“Be curious. Don’t accept the way things
have always been done. Be open to change
— and make change itself a competency.”
2- Data-driven marketing helps you
act when the time is right:
Brands that show up with the right message
in just the right moment are the ones
nding pathways to growth and revenue.
3- Feeding the Right Data for an
Automated Future:
Machines are only as good as the data we
feed into them. It turned out that many of
the things digital agencies had been
optimizing for — video completion, for
example — were not predictive of brand lift.
It was observed that when an ad was both
audible and visible on completion, there
was a statistically signicant lift in
brand awareness.
Here, predictive analysis plays a key role in
determining the overall success of a
Drive customer interactions through insights, increase agility and efciency, achieve greater
venue, architect greater experiences, and prove value to your customers-on-promise or in the cloud.
Aiming for Digital Analytics Excellence
INITIAL
DIRECTIONLESS
MANAGED DEFINED QUANTIFIED OPTIMISED
REPORTING STRUCTURED TESTING CUSTOMER-CENTRIC OPTIMISING
No engagement
No dedicated resource
HiPPO engaged
Simple reporting
Wider use in business
Dedicated analysts
(larger businesses)
Dedicated experience
and media optimisation
resources to implement
Cross-business
integration and
collaboration
None selected
Marketing outcomes
Last click
Satisfaction scoring
Financial value or proxy
Simple media attribution
Customer Lifetime value
Media attribution models
KPI dependencies
Basic web analytics
Basic Social media
Basic Email reporting
+ Customer-feedback
+ Basic social analytics
+ Benchmarking tools
+ Voice of customer
+ Personalisation
+ BI visualisation
+Real-time social media
+ Offine report
+ CRM/Individual tracking
+ Predictive analytics
+ Econometric models
(large businesses)
‘Out-of-box’
standard reports
Goals
Custom reports
Mailed reports
Segmentation, Events
Simple threshhold alerts
RACE Dashboards
Fulll dashboards
Automated real-time
alerts
None
Campaign source codes
defined, e.g. for Email and
social media integration
Rules-based
personalization system
Marketing Automation
AI / Machine learning
personalization. 360
degree customer view
Data Lakes or Data
warehouse data storage
and analysis
None /
HiPPO-led
Persona consideration
Simple in-page and visitor
path analysis
Ad hoc AB Tests
Media testing
Structured AB testing
programme.
Optimisation of
Personalisation.
Multivariate testing
No structured reviews and
WILFING
Regular
(weekly, monthly)
90-day planning defining
programme of testing
Continuous programme
Increase in number of
tests of new techniques
Management
and Resourcing
Metrics
Selection
Tools
(Typical types)
Analytics
Customisation
Data
Integration
Optimisation
Review
Process
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Data Driven Marketing Strategy 04

5. CASE STUDY 11
CASE STUDY 10
CASE STUDY 9
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campaign. The relationship between the
magnitude of one data point causes the
other to increase or decrease—for example,
as X increases, Y also increases. Or as X
increases, Y decreases.
4- Optimize for data points- Google Pixel &
Assistant Campaigns Case Study:
BCG customized their optimization algorithm
based on predictive signals data collected
from over 300 previous campaigns and ran it
directly against out-of-the-box optimization tools to
see which one was more effective. They found that
their custom algorithm drove a statistically
signicant higher lift in brand awareness.
5- Don’t hoard your data:
To make the best decisions for your
customers, you need to know what they’re
doing today — not three months ago.
By identifying real-time customer behavior
signals (through your website, app, or other
channels) you can start to get a clear
understanding of what kind of behaviours
correlate with likeliness to convert, either
now or in the future. This information
should drive your bidding decisions and
creative strategy.
At HomeAway, all segmentation is now
based on real-time behaviours. If someone
comes to their site, for example, we can say, “that
person behaves exactly like someone who is going
to convert in two weeks’ time.”
They then know what types of content and
messaging might be useful for this person thus
they make efforts to keep them engaged until
they’re ready to buy. It would be impossible to
segment and reach their audiences effectively
without automation and machine learning. They’ve
become better at nding the right customers and
saving money spent on the wrong customers.
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Data Driven Marketing Strategy 05
6- How data-driven marketing helps
you act when the time is right:
Marketers rst need to look at customer
behaviour patterns and trends, then take
action to reach the right people just in time.
Integrated data and a powerful platform
with built-in machine learning helps uncover
user insights that lets marketers know exactly
when to place compelling and relevant
creative that gives it the best chance to
succeed.
7- Vision for how to use that data:
You have to develop the tools, like a
customer database, to get there. Allowing
to intimately understand your customer will
help you to drive growth — and the use of
data will help you get there.
Insights helped
20th Century Fox Film to reach the right
audiences-
20Th Century Fox Films is now making smarter
decisions about the movies they create, the
people they reach, and the experiences they
deliver.
While data has revolutionized our
business, it’s not enough to just have
data. On its own, data doesn’t tell you
how to solve problems and change the
trajectory of your business. You need a
vision for how to use that data. Be wary
of letting technology decisions
masquerade as strategy. Find a vision
everyone can rally around — and use data
to help you get there.
Julie Rieger, President,
Chief Data Strategist, and Head of Media
at 20th Century Fox Film commented
“
“

6. CASE STUDY 12
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For a new product launch, they utilized the power of
Doubleclick technology and data to create relevant
audience segments that have a strong afnity towards the
product, beyond the traditionally identiable segments.
34%
Sales Growth
They used programmatic marketing to
advertise videos redirected to YouTube for
loyalty. Doing this, enabled them to
experience 34% sales growth.
Video Ads
Technology
Personalised
Growth
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Data Driven Marketing Strategy 06
8- Map the data to the language of
your industry:
To connect with people, it’s critical to
understand the language, currency, and
signposts within your industry.

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The future remains bright for data-driven marketing. With key access to
predictive analysis and AI-enabled marketing, progressive needs of consumers
can be catered efciently. Transiting to data-driven marketing will augment
your data collection and analysis, providing you grounds for constant
improvement.
CONCLUSION
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Conclusion 07
Our Digital Footprint