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In today’s hyper-connected world, data isn’t just a buzzword – it’s the lifeblood of any successful marketing strategy. But despite all the talk about data-driven marketing, most businesses still miss the mark. Are you one of them?
If so, it’s time to rethink your approach. A new generation of data-driven analytics is on the rise, changing the way brands connect with their audiences. Here’s why this matters and how you can stay ahead of the curve.
Related: Why you should look at data for smart marketing
Why Data-Driven Marketing is a Must
Imagine this: 87% 50% of marketers say data is their company’s most underutilized asset, yet 20% 50% of marketing spend is data-driven. That’s a staggering disconnect. But here’s the thing: data-driven marketing can increase brand awareness. 50%So why aren’t more companies getting on board? It’s not just about access to data; it’s about knowing how to use it effectively.
Marketers know that data is important. 64% We strongly agree that a data-driven strategy is essential in today’s environment. But the challenge is translating that data into actionable insights that drive results. Many businesses fail in this area because they are overwhelmed by the sheer volume of data or lack the tools to turn numbers into stories that resonate with their target audience.
Pet supply company cracks the code
For example, take a large pet supply company we worked with. They needed a strong Instagram presence to get into Target stores, but attracting a younger demographic was key. We thought their content was perfect: funny posts and witty memes. But the data told a different story.
Our initial content strategy didn’t resonate as well as we expected. Our audience wasn’t interested in the funny posts and witty memes we had planned. Instead, they craved authenticity: real pets using real products. It was a shift we didn’t expect, but it made a big difference. By partnering with pet influencers and leveraging user-generated content, we tapped into a gold mine of engagement. The result: our follower count soared, engagement soared, and their products ended up on Target shelves. Without the insights provided by social media analytics, we may have missed this important tipping point.
This example highlights the importance of being agile and responding quickly to data. In a fast-changing digital world, relying on assumptions can mean missing opportunities. The ability to adapt and make data-driven decisions is what separates successful campaigns from those that don’t. The days of guesswork are over. Today, data drives every effective marketing strategy.
Related: How to Collect Digital Marketing Data in 5 Easy Steps
The invisible power of data in media relations
Then there’s the world of media relations, an area that’s notoriously difficult to quantify. But that’s changing. With GA4 and backlink/domain tracking software, we can now make the invisible visible. Referral traffic, UTM tags, and an increase in backlinks and referring domains are all signs of success. One client, a convention and visitors bureau, started with almost no digital footprint. Today, the client boasts over 600 referring domains and thousands of backlinks. It’s a testament to the power of data-driven media relations.
This transformation didn’t happen overnight. It took sustained effort, strategic planning, and above all else, the determination to use data to guide the process. Monitoring and analyzing the impact of our media relations campaigns helped us refine our approach and deliver tangible results that far exceeded our original expectations. Such a success story would not have been possible without the powerful data tools available to us today.
The dark side of data: Why businesses struggle
So if data-driven marketing is so effective, why don’t more companies do it? The harsh reality is that many companies don’t have the data infrastructure to support it. Harvard Business Review ReportOnly 31% of businesses have a unified, 360-degree view of their customer data. This is a major obstacle. Without the right technology, collecting and analyzing data can feel like an insurmountable challenge.
Then there’s the skills issue: many organizations are stuck in an old-fashioned mindset of face-to-face selling and haven’t embraced a data-driven mindset. Creating a culture that’s not only data-centric but also data-literate is no small feat, and it requires top-down buy-in.
Barriers to effective data use do exist, but they are not insurmountable. Successful companies will be those that invest in the right tools and foster a culture of data-driven decision-making. It’s not about having data, it’s about knowing how to use it to drive meaningful results.
Unlock the full potential of your data
But it’s not all doom and gloom. The good news is that if you invest in the right tools and strategies, you can unlock incredible potential. Data-driven marketing allows brands to Relevant messagesIt reduces waste and increases engagement — in other words, if done right, everyone wins.
The future of marketing and PR lies in this new data-generating generation, where it’s not just about collecting data but translating it into actionable insights that drive real results. Whether it’s social media analytics, media relations metrics or advanced AI tools, the companies that get it right will be in the lead.
Related: The Ultimate Guide to Marketing Analytics Success
Things are changing, and the days of marketing based on instinct are coming to an end. In an age where data is the new oil, those who don’t harness its potential risk being left behind. A new data-generating generation has arrived, and it’s time to embrace it…or be left behind.
So, are you ready to rethink your strategy and join the data-driven elite? The tools are there. The data is waiting. You just need to take the plunge. Your competitors are already in. Don’t get left behind.
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