Data analytics tools have changed vastly in the past few years, becoming more accessible for everyday business use. As a result, marketers can now apply powerful data science applications to the customer data they have always held.
It brings marketing teams far closer to their audience, highlighting characteristics and trends which were previously hidden from view. Today’s data science methods allow marketing teams to more comprehensively collect and more carefully structure data, scooping up inputs from every step of the customer experience, even at the edge – thanks to the widespread use of IoT devices.
Real-time analytics can help marketers keep track of customer behaviour and forecast future trends with high levels of accuracy thanks to AI-enabled data science applied to large marketing data sets. But which questions can marketing teams answer thanks to advanced data analytics?
Advanced data analytics has significantly broadened the questions that marketing teams can ask, and answer. The use cases to drive growth, profitability and customer satisfaction are profound:
Of course, it’s not just about adopting smart data science solutions and machine learning in marketing. Today’s data and technology trends also enable marketers to rapidly respond to novel insights thanks to easy-to-use dashboard-driven analytics, hosted on interconnected SaaS platforms.
In participating in one of the world’s biggest ad industry events, AdForum Worldwide Summit, ad agency Havas wanted to offer event participants a unique, data-driven experience. The goal was to highlight the power of customer data.
The Havas smartwatch app delivered a unique watch face for each attendee that used data science to determine the most appropriate contacts to show depending on the user’s personal and professional data. Participants actively shared the experience on social media, showcasing the use of data analytics and wearables and associating Havas with memorable event experience.
Getting data science for marketing right requires a step by step approach. Marketers should assess what data is accessible to them and expand on these data sets where possible. Next, marketing-friendly data science applications should be sought out and deployed, with marketing leaders engaging their teams in the analyses and practical implementation of data-driven facts.
Find out how advanced data science can deliver more for your marketing team, and your business. Get in touch with us!
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