Data-Driven Marketing Technology Insights

Marketers: If you’re only using surface-level data to look at day-to-day metrics, you’ll be lightyears behind your tech-forward peers by 2025. And you can't afford to lose your edge in this market. Every tool in your stack has some form of reporting, but that data is likely isolated to just your performance with that tool. Recent AI advances are changing that. New data intelligence tech can connect the dots across software + even analyze metrics from other brands in your category to help you make better business decisions. Want to make data your superpower? Look for data intelligence platforms that can deliver in these 4 ways: 1// Deep Customer Insights According to McKinsey: - 71% of consumers expect companies to deliver personalized interactions - 76% get frustrated when this doesn't happen Look for tech that can tell you: - Who your customers are - What stores they shop at - Which influencers they follow - The social platforms they prefer This info will give you the power to build data-driven personalized pathways and better allocate your paid media budget. 2// Customer Acquisition Optimization CAC is 50% higher than it was before iOS 14, impacting brands of all sizes. Good CAC analysis can help you understand: - The ROI of every marketing dollar - Which channels are working best You *need* this info to allocate your resources most effectively. Consider tech that uses aggregated data & predictive models to: - Help you find *the right* new customers at the right time - Target new customers with ads more precisely - Reduce wasted spend 3// Expanded Customer Lifetime Value It’s ~5x more expensive to acquire a new customer than retain an existing one. Increase retention by using AI-driven tech to better understand your customers' spending behaviors and preferences. Then use that data to identify: - Who your best customers are - Key drivers around growth and retention - Which offers are driving repeat purchases 4// Competitive Differentiation It’s no secret that competition is stiff, making it harder and harder to stand out. Without insights into how your business stacks up against your competitors, you can't truly measure your marketing performance. Look for technology that provides: - *Tactical* benchmark data (not just industry performance metrics, but data that can show you what the high performers in your category are doing and how you can level up) - Actionable insights that help you improve the health of your business Then, use that data to make informed decisions around high-impact campaign optimizations. Scaling profitably has never been harder. To break through and become a valuable business at scale, invest in tools that: ✔ Lower CAC ✔ Improve LTV ✔ Offer deep customer insights ✔ Show you your performance vs. peers What AI tools are you seeing value from right now? Let me know in the comments!

Integrating AI into marketing can significantly enhance efficiency, personalization, and decision-making. When thinking about using AI in your work, please keep the following in mind. ⭐ Define Clear Objectives: Identify specific marketing goals and challenges that AI can help address. Know what you will automate vs. keep human. ⭐ Understand Your Data: Ensure your data is accurate, clean, and well-structured. Establish data governance practices to maintain data quality. ⭐ Choose the Right AI Tools: Select AI tools and platforms that align with your marketing goals. ⭐ Data Privacy and Compliance: Be aware of data privacy regulations like GDPR and CCPA. Ensure that your AI initiatives comply with these regulations and prioritize customer consent and data protection. ⭐ AI Talent and Training: Stay curious and active as AI and tools advance. Follow Marketing AI Institute for updates. ⭐ Test and Iterate: Start with small-scale AI projects or A/B tests to evaluate the impact of AI-driven changes. Continuously monitor results and iterate. ⭐ Personalization and Customer Insights: Leverage AI to gather deep customer insights and deliver personalized content and experiences. AI can help you understand customer behavior, preferences, and buying patterns. ⭐ Content Optimization: Use AI to optimize content creation and distribution. ⭐ Chatbots and Customer Service: Implement AI chatbots for improved customer support and engagement. ⭐ AI-Enhanced Advertising: AI algorithms can optimize ad placement, bidding strategies, and ad creatives to maximize ROI. ⭐ Marketing Automation: Integrate AI-driven marketing automation platforms to streamline repetitive tasks, such as email campaigns, lead nurturing, and social media scheduling. ⭐ Predictive Analytics: Implement AI-driven predictive analytics to forecast customer behavior, sales trends, and market changes. This can inform strategic decision-making. ⭐ Measure ROI and KPIs: Clearly define key performance indicators (KPIs) and regularly measure the ROI of your AI-driven marketing initiatives. Adjust your strategy based on performance data. ⭐ Ethical AI: Be mindful of biases in AI algorithms and ensure ethical AI practices. Regularly audit AI systems to identify and mitigate bias and discrimination. ⭐ Scale Gradually: As you gain confidence in AI applications, scale your efforts gradually. Avoid overextending your resources or making abrupt changes. ⭐ Feedback Loop: Establish a feedback loop with your audience. Listen to customer feedback and see if they are impacted (positively or negatively) by AI and automation plays.

🚀 If you're part of the digital marketing landscape, you're probably familiar with the recent buzz around Meta's plan to create a 'giant' AI model for video recommendations. According to CNBC, this model is intended to streamline content across all Facebook platforms, courtesy of an extensive investment in Nvidia chips. 🎥 Meta's video content ranges from Reels to lengthier videos, and the integration of an AI model has already shown promise with an 8-10% increase in Reels’ watch time. This isn't merely a sign of technological advancement, but a powerful indicator of a shift in the dynamics of user engagement strategies. As someone whose career revolves around connecting data analytics with psychological principles, I think it's crucial we address the behavioral aspect of technology. 🧠 Here’s the million-dollar question: How does AI-curated content impact user behavior? And what are the ethical implications? This interplay between technology and psychology is the future of digital marketing. 🔍 One might speculate that content personalized by AI, such as Meta's unified video recommendation model, could significantly influence user behavior. By tailoring content to individual interests and engagement patterns, we could potentially see a shift in the way users interact with digital platforms - a pattern that would be of high interest to marketers. 💡 As much as this is about capitalizing on data, it's also about understanding and maintaining human-centric communications. Ensuring transparency and fostering trust should be at the forefront of these AI-driven strategies. 🔄 As we continue to navigate this digital transformation, it's essential to remember (IMO) that the end goal should not just be about higher engagement. It should be about creating genuine connections, meaningful experiences, and maintaining ethical practices. 🌐 Marketing is about people, not just numbers. People are not 'conversions' or just numbers inside of 'ROAS'. AI can be used to understand and connect with our audience better. Let's use it wisely. What are your thoughts on the impact of AI-curated content on user behavior? Share your insights and let's start a conversation. #AI #Meta #BehavioralPsychology #DigitalMarketing #EthicsInAI https://lnkd.in/eVmrkbua

I recently listed to the 100th episode of "Humans of Martech" and wow, Sara McNamara's insights are a goldmine for anyone navigating the martech landscape! As Senior Manager of Marketing Operations at Salesforce, Sara brings a wealth of knowledge and experience, especially on blending data skills, AI tools, and the indispensable human touch in marketing. --- Here’s what stood out to me... 🔍 The Value of Practical Data Skills Sara's discussion about the importance of marketers developing a strong foundation in data literacy, beyond just the surface level of AI hype, really hit home. It's a reminder that understanding and leveraging data effectively is crucial for driving strategic marketing decisions. => This is basically what I advocate non-stop 😁 🧭 Attribution's Role The podcast highlighted how attribution should serve as a guide, not an absolute. Sara's perspective on using it directionally to identify effective channels and experiment with new ones offers a fresh take on navigating the complex customer journey. => I see this in our own internal marketing reporting too. What we see in e.g. tracked UTM params vs what people self-attribute in forms/first meetings can be widely different! It's really easy to allocate budget to the wrong thing! 👨💻 Engineering Meets Marketing Sara addressed the growing intersection of engineering and marketing. Her skepticism about martech becoming solely an engineering domain speaks volumes about the need for balance—merging the rigor of engineering with the creativity and dynamism of marketing. => At DESelect, we see some of the most successfull teams have a healthy mix of tech marketers and non-tech marketers. where the former enable the latter 🤖 AI’s Practical Potential The conversation around AI's role in automating mundane tasks and improving marketing platforms was enlightening. Sara's cautious optimism about AI tools, advocating for a judicious evaluation, underscores the need for transparency and ethical considerations. => Just yesterday this topic came up too in our State of Marketing webinar, where Helen Clements addressed these issues in a non-profit context 🛠️ Soft Skills in a Tech-Heavy Field Perhaps the most resonant point was the emphasis on human-centric skills. In an era dominated by tech, the ability to communicate, negotiate, and manage expectations remains key to navigating the martech environment effectively. --- Kudos to Phil Gamache from "Humans of Martech" for such an insightful episode, and a huge shoutout to Sara herself! 🙏 This episode is a must-listen for anyone looking to deepen their understanding of modern marketing operations.

Turning Data into Opportunities. Alright, visionaries and growth hackers! As we delve deeper into our exploration of data-driven marketing for law firms, we've reached a pivotal juncture: Turning Data into Opportunities with Targeted Follow-ups. This is where the rubber meets the road, where we transform insights and interactions into concrete business development actions. Let’s dive in! 🤿 Data: The Gateway to Opportunity First off, let's talk about the goldmine of engagement data we've been collecting. This isn't just numbers and graphs; it's a treasure trove of potential opportunities waiting to be unlocked. By analyzing who engages with what content, when, and how, we can identify not just opportunities, but the right opportunities. This is precision targeting at its best. Relationship Intelligence: Your Secret Weapon But wait, there's more! Enter Relationship Intelligence, the secret sauce that takes our data-driven strategy from smart to genius. This is about leveraging the power of who knows who within your firm to create pathways for personalized outreach. It's one thing to know that a client is interested in your content; it's another to know who within the firm has an existing relationship. This is where data meets human connection, creating a potent mix for business development success. The Personalized Outreach Blueprint Let's get down to brass tacks: the targeted follow-up. This isn't a spray-and-pray email blast; it's a finely tuned, personalized outreach strategy. Armed with engagement data and relationship intelligence, we can facilitate one-on-one conversations that feel personal because they are personal. Imagine reaching out to a client with not just a generic pitch, but a tailored message that speaks to their specific interests and shows that you truly understand their needs while coming from a trusted source. That's not just marketing; that's connecting. Converting Engagement into Revenue Here's the bottom line: By combining engagement data with relationship intelligence, we're not just making noise; we're making music. This symphony of targeted outreach doesn't just resonate; it leads to meetings, conversations, and yes, revenue. It's about turning those sparks of engagement into roaring fires of opportunity, lighting up the path from interest to investment. Wrapping It Up Turning data into opportunities through targeted follow-ups is more than a strategy; it's a revolution in how we approach business development. By harnessing the power of data and relationships, we're not just chasing leads; we're building bridges to real, meaningful engagement that drives growth. Stay tuned for our final piece, where we'll bring it all together in the Continuous Revenue Funnel. Get ready to see how every piece of the puzzle fits together to create a seamless, unstoppable engine for growth and opportunity. Let’s make it happen! #crm #legaltech #legalmarketing #emailmarketing #onefirm