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Using data to identify optimal marketing & advertising spend for businesses


Using data to identify optimal marketing & advertising spend for businesses

Picture12004 - Business Express
Daniel Haville
Picture21204 - Business Express
Marianne Brits-Strodl

Co-authored by Daniel Haville, CEO & Founder at Dataru and Marianne Brits-Strodl, Group COO at Dataru

In the ever-evolving landscape of business, one challenge remains constant: how to allocate marketing and advertising budgets effectively to achieve optimal returns on investment (ROI). While traditional methods, such as demographic data, have played a role, the real game-changer lies in the transformative power of behavioural data.

In an era where data is ubiquitous, the shift from traditional, intuition-based decision-making to a data-driven paradigm has become essential.

Understanding the Evolution of Consumer Behaviour

In order to navigate the complexities of consumer behaviour, businesses need to move beyond the constraints of demographic data. It is important to move away from conventional segmentation methods towards behavioural insights. What is your customer actually doing? What types of trends and behaviours are they showing? This transformation empowers companies to gain a deeper understanding of their customers, facilitating the precise customisation of marketing strategies and adaptation to changing trends based on behaviour rather than predefined categories offering more limited insights.

The Power of Behavioural Data

Behavioural data provides a dynamic view of consumers, capturing their real-world interactions, motivations, and preferences. It goes beyond the ‘who’ of demographic data, offering insights into the ‘what,’ ‘where,’ and ‘how’ of consumer engagement with products and services.

Behavioural data provides a real-time, dynamic view of consumers’ actions, habits, and preferences. By tracking the entire customer journey, businesses can decode the intricate web of consumer choices and preferences in the moment.

Uncovering Motivations

One key limitation of demographic data is its inability to delve into the ‘why’ behind consumer actions. Behavioural data, on the other hand, allows businesses to uncover the motivations and underlying reasons driving consumer behaviour. This understanding empowers companies to create highly targeted marketing campaigns that resonate with customers on a personal level.

Personalisation and Enhanced Customer Experiences

In the era of hyper-competition, personalisation is crucial for engaging consumers. Behavioural data, with its rich insights into how customers interact with products and services, enables a new level of personalisation. Companies can use this data to tailor recommendations, content, and offers to align with individual preferences, leading to increased customer engagement and higher conversion rates.

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Iterative Improvement and Adaptation

Consumer behaviour is dynamic, fluctuating and evolving over time. Behavioural data allows companies to stay ahead of emerging trends and shifting customer preferences by continuously monitoring and analysing data. This presents businesses with a unique opportunity for iterative improvement and adaptation, a decisive competitive advantage in a rapidly changing market.

Enhanced Customer Engagement

Understanding consumer behaviour on a granular level empowers companies to engage with their customers in more meaningful ways. Behavioural data allows for personalised messaging and challenges based on individual activities and goals, fostering long-term loyalty.

Precision in Media Planning

Behavioural data revolutionises media campaign planning by optimising creative content for specific demographics. Instead of broad advertising approaches based on demographics, behavioural insights enable campaigns that are not only more engaging but also cost-effective.

Platforms, such as Dataru, are transforming the industry by providing businesses with actionable insights into campaigns, funnels, and channels within seconds. Leveraging AI and ML, these platforms understand client ecosystems and behaviours, offering a comprehensive solution for businesses seeking to maximise their marketing ROI without the reliance on technical teams.

Continuous Learning and Adaptation

By continuously analysing behavioural data, companies can refine their understanding of user behaviour over time. This continuous learning and adaptation enable businesses to predict future actions, segment customers effectively, and recommend personalised content or products, contributing to more efficient use of marketing budgets.

As businesses strive to thrive in the modern marketplace, the emphasis on leveraging data for optimal marketing and advertising spend is more critical than ever. Behavioural data, with its power to provide a dynamic understanding of consumer behaviour, serves as the key to unlocking the potential of marketing strategies.

By embracing the insights offered by platforms like Dataru, businesses can navigate the evolving landscape with precision, ensuring they stay competitive, relevant, and attuned to the ever-changing needs and preferences of their customers. In this data-driven era, optimising marketing and advertising spend is not just a goal; it is a strategic necessity for businesses aiming to maximise their return on investment.

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