Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has every occurred.
The rising quality and quantity of marketing data have been followed by explosive growth in the technologies for creative production and automation. These burgeoning mar-tech and ad-tech sectors now enable personalization of every aspect of the marketing experience.
Data-driven decision-making is taking the answers to questions like who, when, where, what message, and making those answers actionable.
Usage and activation of data, often in an automated or semi-automated manner, allows for a significantly more optimized media and creative strategy. This people-first marketing strategy is more personalized. It has also been responsible for driving considerable ROIs for marketers.