We know we bang on about the importance of data a lot (sorry). But it’s true – in today’s world, data underpins absolutely everything we do.
Yep, data is everywhere. In fact, we’d go as far to say that most businesses today are drowning in data.
But with so much data out there, how can you filter out the noise, access the data that really matters, and use it to unlock your marketing potential?
That’s where data science consulting companies can help!
Read on to find out everything you need to know about how to use data science to revolutionise your marketing – and what to expect when you partner with a data science company.
6 steps to unlocking your marketing potential with a data science company
1. Look at what you’re doing now
The first step towards unlocking the potential of your marketing is by looking at where you are now versus where you want to be in the future, so you can identify how you’ll get there.
What are you doing now? What would you like your marketing to achieve in the future? What are your current successes and challenges?
When you work with a data science company, they will help you understand what you are currently doing and where you want to be in the future, so you can get a clear picture of the gaps in your existing marketing strategy, identify the shifts required to fill them, and determine how your data can help you to get there.
2. Make your data usable
As we said above, in today’s world, it’s all about data. But to use your data to improve your marketing, you need to make sure your data is usable, which is where a data science company can help.
Great data is constructed from regularly cleansed, well-managed first-party data sources and enriched with third-party insights.
If you have data of varying quality from many sources, a data science company will help you to bring it all together for a single data view, so you can make sure your data is clean, enhance it, and then apply it.
When you enlist the help of a data science company, they will help you to audit, cleanse, and manage your data so you can access super-charged information, which you can then use to make informed business decisions.
3. Use data to inform your decisions
Data science consulting companies will also take a scientific approach to marketing and turn your data into actionable insights so you can make data-driven decisions.
How do they do it? By creating test points and test cases to prove or disprove hypotheses and ensure they find the best approaches. At Edit, for example, our systematic approach consists of traffic and audience attribution as well as customer journey analysis.
We also hypothesise, test, and rebuild through A/B testing, user feedback, competitor benchmarking, and design and development consultation, empowering you to unlock data-driven insights that benefit your customers.
And that’s not all: to ensure your marketing continues to work as hard as possible to you, a data science company will also use a continuous cycle of testing and learning over time to ensure they plan for the future and that your marketing continues to improve over time.
4. Focus on customer centricity
This is the biggie and basically what it all boils down to: using your data to focus your marketing around the customer.
When you work with a data science consulting company, they will help to ensure your marketing is as customer centric as possible so you can engage with your customers in a more holistic way.
By utilising your data to explore your target audience’s needs, you can identify customer segments that improve the customer journey by creating a seamless, omnichannel experience.
When you understand the customer journey better, you can create more personalised and targeted campaigns that resonate with your audience, improving efficiency and creating hyper-personalised journeys.
Why? So you can move away from siloed marketing activity towards a truly customer-centric model that enables you to improve the customer journey, deepen customer relationships, and prioritise the key outcomes required to shift towards growth.
5. Measure your success
Ok, so you’ve used your data to create personalised, targeted, customer-centric campaigns that truly engage with your audience. Now what?
You need to measure the impact of your campaigns so you can see what works, what doesn’t, and why, so you can continue to improve your marketing in the future.
Measuring key analytics such as contactability, channel agnostics, engagement and conversion rates, and business impact, enables you to see what’s working and what isn’t in your customer journey so you can tweak your campaigns for the future whilst also justifying business investment.
What’s more, once you know which channels and campaigns have delivered results, you can replicate them for the future. Which leads us on to our final point…
6. Achieve the bigger picture
With a better look at the bigger picture, you can deliver long-term wins. A more accurate view of how channels are performing means you will now be able to better target marketing budgets and know where to optimise channels, benefitting all marketing activity.
The result? A better ROI across your media spend and the ability to demonstrate the value of your marketing efforts across each step of your campaign so you can plan and budget better moving forward.
How Edit can help you unlock your marketing potential
At Edit, we are driven by strategy, informed by data, and enabled by technology
There’s nothing we don’t know about data. We’ve got a proven track record delivering data solutions for some of the world’s most recognised brands, such as Jaguar Land Rover, Tesco Bank, and the British Heart Foundation.
When you work with Edit, we will bring together data auditing and cleansing, customer data platform implementation, data science, digital analytics and more to support you on your data journey, whatever stage you’re at and whatever the size of your organisation.
So, if you’d like to find out more about how we can help you utilise your data to unlock your marketing potential, contact us today to learn more about our data-driven solutions.
