Creating a data-driven marketing strategy can be daunting for business professionals. However, using a first-party data strategy can be incredibly rewarding, as it drives better business results. This article will discuss a four-step approach to creating a first-party data strategy that will assist companies in unlocking their data-driven marketing strategies.
The first phase is Discovery. This involves learning, documentation and shared learning. In the learning phase, it is important to understand the customer journey, and to view the website as if you were a first-time visitor. During the documentation phase, it is necessary to document the steps taken on the journey and to match these steps with where data is collected and which systems store this data. Collaboration with other departments is also a crucial part of this phase to ensure data is usable in marketing tools.
The second phase is Implementation. This requires planning and set-up. During the planning stage, it is important to consider the channels, audience, messaging, timing and goals. During the set-up stage, connections between systems must be created and audience logic must be created. Testing is also an important consideration.
The third phase is Measurement. This involves measuring delivery and performance. Delivery involves making sure the message is reaching the users, while performance involves analysing the results.
The fourth phase is Optimization. This involves creating benchmarks from previous performance to understand how the marketing efforts are performing. Additionally, tests can be used to prove the value of sending an incremental email.
In conclusion, implementing and measuring the processes must be done for each planning cycle, and the strategies must be kept up-to-date as the business evolves. This approach will unlock first-party data strategies that can be utilized across marketing channels.
Originally reported by Martech: https://martech.org/a-marketing-approach-to-unlocking-first-party-data-strategies/
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