Massive amounts of internal and externally available data provide marketers with significant opportunities to specifically target customers. However, “The most powerful data you have is something you are sitting on that nobody else has,” said Martin Kihn, research director for Gartner for Marketing Leaders, in his session at the Gartner Digital Marketing Conference. Digital marketers can look to progressive companies to learn how they create marketing value and opportunities from data.
Successful companies employ several tactics to exploit data in their web campaigns. Zappos uses location data to suggest shoe styles next to a customer’s current weather forecast. Neiman Marcus utilizes personas to suggest tailored fashions. Or think of how companies use retargeting such as Volvo’s ad that follows a shopper around the web. Now, consumers expect this type of targeted marketing from all brands.
Beyond these marketing tactics, data becomes a strategic weapon in the hands of a company such as Netflix, which uses detailed customer knowledge to dynamically promote content and create new programs. Mr. Kihn noted, “House of Cards was a big data project.” The company can analyze the appeal of talent to audiences, index topic and tone to success, and adjust timing and recommendations. “They can create an entire series that‘s most likely to do well,” he said.
