24 Mar 2015
by Melanie Davis
Compare Yourself Against 5 Key Data Driven Marketing
Trends. Find out what FastStats® users are really doing...
As the marketing manager for a company that targets other
marketers I am often wondering what everyone else is up to and
whether I’m keeping up with the continual fast pace. So when we
held our annual user conference in November last year, not only
did I think a survey of 250 delegates would be useful for our
development team, I also thought what a great opportunity it
would be to learn what stage everyone else is at with their data
driven marketing strategies. I was keen to learn:
- How much is everyone else using social media and are they
managing to track engagement levels?
- Is everyone still focussing on email as their main channel
and what type of messages are they using it for?
- What data sources is everyone else consolidating and using
- Am I sending out enough communications and keeping up with
the automation of key marketing processes and campaigns?
- How much should I be worrying about data volumes?
I was reassured, inspired and somewhat relieved when working
through the results of the “quick-fire” survey. In some cases I
seem to be up there with the rest of the pack, others where I’m
doing OK, but in some cases I’ve identified areas that need more
focus. But surveys like this make you realise that everyone is in
the same boat. There are those who are steaming ahead in some
areas, such as marketing automation, managing huge data volumes
and sending vast volumes of highly targeted communications. Then
there are those who don’t analyse their social media response at
all, aspire to automate their marketing but haven’t managed it
yet and those expecting huge rises in data volumes that they need
to cope with over the coming months.
Here are 5 key data marketing trends. How do you compare?
- It’s no surprise that everyone is focussing on social media –
but are you measuring your social
media response? The majority of our survey respondents
use social media nearly 80%) within their organisations. Rather
comically 33% of respondents selected the “…all we do is tweet,
post & comment!” option. Only 1 in 7 respondents are using
specialist social media software to measure activity. A quarter
of respondents manually track social media engagements and nearly
25% of respondents don’t analyse their social media response at
- Email is the dominant marketing channel – but what are you
using it for? Email was the dominant marketing channel for
63% of respondents during 2014, followed by direct mail for less
than one third of all respondents. Retention and upselling was
the overwhelming dominant purpose of email marketing for the
majority of respondents (68%), followed by acquisition (15%) and
customer service (7%).
- Campaign & response data are key data sources - but what
data sources are you using for analysis and
campaigning? When asked what data is held within their
FastStats® data analysis and campaign management systems, most
respondents cited campaign data and response data, 36% and 32%
respectively. This was followed by website visitor data (16%) and
smaller numbers holding cookie, social and advertising data.
- The most popular number of campaigns sent per week is 5
or less – are you an occasional or frequent
communicator? The most popular number of campaigns sent per
week by 28% of respondents is five or less. Interestingly 12% of
respondents send over 50 campaigns a week, perhaps due to the
increased use of automation. A third of respondents have already
implemented marketing automation software within their businesses
and half plan, or aspire, to do so. 13% of respondents run less
than 1 campaign per week.
- Many expect their data volumes to grow dramatically this
year – are you steadily growing or do you need to plan for more
dramatic changes? 27% of respondents expect their data to
grow by 10% over the next year, however almost half of all
respondents expect more dramatic increases of 50% (21%), double
(14%) or many fold (12%).
I shall take inspiration from those who are steaming ahead with
their data driven marketing strategies, but I’m also aware that
every business needs something slightly different. For some
organisations sending over 50 campaigns a week is essential, for
others one a week is appropriate. I hope you also feel inspired
by the findings and use the knowledge about other marketers to
create and shape your own unique marketing strategies.
Get the full numbers: download your free eGuide Trend Report 2014
/ 2015 Data driven marketing.