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Looking for more certainty when building marketing strategies? Discover 26 ways you can use consumer data for data-driven marketing.
Data-driven marketing is the perfect way to level-up your marketing efforts for the modern, data-obsessed world.
Marketing has moved on from being an ad in the local newspaper and flyers tucked under windscreen wipers. Now, we’ve got the power of data to take us to dizzying new heights – we can deliver our messages and showcase our products to hundreds of thousands of people, all of whom we know will be at least a little bit interested in what we have to say.
But the truth is, there’s so much data out there that it can sometimes be difficult to know where to start. From lead scoring to content analytics, it’s easy to get lost in a sea of numbers that don’t really mean anything. In other words, you’re missing the insight – the ‘ah ha!’ moment that makes data-driven marketing such a stand-out success.
At Attest, we know that the best place to look for those crucial insights that can make or break a brand is in consumer data. When you think about it, it’s really simple – if you want to know what’s working, and what will work, with your target audience, you need to go right to the source. We’re not talking about just your customers – we know there’s a big difference between customer and consumer data – but the world at large.
So how can you use consumer data to create more effective marketing strategies, more compelling creatives, and more happy customers? We’ve compiled 26 ways to use consumer data in your data-driven marketing strategies:
Want to understand if you have a healthy brand? One of the key brand health metrics you should be keeping an eye on is brand awareness – i.e. the number of people in a given population who don’t just recognize your brand, but are acutely aware of what it does. Using consumer data, you can measure both Prompted and Unprompted Brand Recall (e.g. “Have you heard of X brand?”, or, “Name a brand that comes to mind when you think of X category”).
Monitoring this awareness over time is crucial to understanding the health of your brand and the success of your marketing efforts – if you run a huge, expensive awareness campaign, and brand awareness doesn’t increase in the weeks and months after it, you can be pretty sure that campaign wasn’t quite up to scratch, or your distribution strategy needs tweaking. Bringing these learnings into future planning is the key to a data-driven marketing campaign.
Much like brand awareness, brand sentiment is a metric you should always keep a close eye on when it comes to understanding the health of your brand. Using consumer data and metrics like NPS and free text questions, you can get to grips with not just whether people know your brand exists, but also how they feel about it.
A big part of brand tracking is seeing how you stack up against competitors in your category. Brand tracking surveys don’t just give you insight into how your brand is doing, but also your competition. For example, if your competitor has higher brand awareness than your brand, but lower brand sentiment (i.e. people know the brand but don’t particularly like it), then you know exactly where to swoop in – boost your brand awareness and play up your key differentiators. If your competitors have super positive brand sentiment, then take some learnings from them and see where you can improve. That’s the power of data-driven marketing.
How’s your brand’s awareness?
Find out how many people know about your brand and what they think about it with our audience of 125 million people in 59 countries
Say you’ve got a winning idea for a new ad campaign. How do you prove that it has legs? How do you show key decision-makers that it really is a winning idea and isn’t going to fall flat? This is a perfect example of where consumer data is crucial – by validating your concepts and ideas before you invest the money and time from your creative team, you can make sure all of your concepts are winners.
You’ve got the idea – now let’s get specific. Present multiple versions of campaign creative to your target consumers and let them help you narrow down to the very best one(s). By using consumer data to refine your creative, you’ll quickly learn what resonates with your desired audience and what doesn’t.
Not everyone will respond to your creative in the same way, and that’s very much the case when it comes to different demographics. Use consumer data-driven marketing to refine your ideas for each group of the population, so you can communicate exactly what matters to them.
It’s also useful to fold in a psychographic question or two when testing creative. Consider your personas – there are likely a number of defining psychographic elements that make them useful. If you have the ability to compare and contrast reception of your creative against key psychographic persona markers, you’ll be able to more easily optimise for success.
Not every ad or piece of creative will resonate the same way across mediums. De- risk moving across channels or mediums by incorporating consumer data into the plan, so when you move from TV to audio, or audio to print, or whichever way your creatives take you, you’ll know how it translates in a completely new medium.
Sadly, one piece of creative or a cleverly-crafted ad campaign isn’t going to last you forever. Eventually, you’re going to need something new – but when? Use consumer data to spot when an ad is beginning to fatigue by contrasting it with something new – that way you can make the switch at the right time and prevent media spend that doesn’t translate into sales.
Personalisation is generally seen as pretty helpful – or is it? It’s actually received very differently across demographics – our report found that the trend for personalisation in adverts is found ‘helpful’ by 77.3% of Gen Z, while 44.3% of baby boomers find that same technology ‘creepy’. Using consumer data is a great way to ensure you’re crafting the right campaigns for your target audience.
Packaging serves an important purpose in marketing – it serves to attract attention to the product, and then to help sell it. Plenty of brands don’t make the most of their packaging design space, and some even get it disastrously wrong – and the best way to avoid that is to be data-driven from the very beginning. Test packaging designs with consumers before you send them into mass production to see which ones catch the eye best, and which would be most convincing on the shelf.
The complete guide to creative Testing
Want to be a creative testing whizz? Check out our free Complete Guide to Creative Testing and discover how easy it is to start testing your creative assets before you release them into the wild.
Which markets will your brand be most successful in? If you don’t know, you should – and the easiest way to understand this is by checking in with consumers. In today’s digital economy, being able to successfully expand into new markets is crucial to brand growth – using market research tools, you can quickly assess which markets are right for you.
Not all markets will respond in the same way to the same messaging or creative. To make sure things translate, it’s essential to have an in-depth understanding of your target markets, and test your creatives with those exact consumers before you go live.
Apply learnings from consumer data to understand what works, uncover what’s missing, and maximise the effectiveness of new launches. That way, you’ll be able to easily attribute ROI to the right things and optimise spend on the things that work.
A marketer’s guide to international expansion
Most of the biggest brands in the world operate globally, so international expansion is on the cards for a lot of growing brands, including yours. The differences between markets shouldn’t be underestimated, and you will need to do lots of research to optimise for success.
When you start incorporating consumer data into your campaign planning, you quickly uncover insights that conjure up new creative inspiration. Look for patterns, understand niche audiences, and use data-driven creativity to go above and beyond in your campaign planning exercises.
Using consumer data to construct campaign strategies means you can be far more confident that they’ll land with your target audience. Test your design mockups, try out variations of messaging, and be certain that your campaign creatives will hit the right note.
Get more data-driven with your media spend. Use consumer data to figure out the best ways to reach your target audience – which channels do they use? Which social media platforms are most trustworthy for them? What time of day do they consume the most media? All of this information is essential for data-driven media planning. You can also be incredibly reactive with spend these days, given how quickly you can get a read on which programmes and publications your audience is consuming.
Once a campaign is live, how can you keep optimising it? You don’t need to wait until after a campaign has finished running to start measuring how well it did – why not start checking in with consumers a week or so into the campaign? That way you can see who’s been exposed to your campaign, how well they remember it, and whether you’re hitting the right demographics. Use that data to adjust campaigns as-you-go.
There’s no reason why the performance of one campaign can’t influence your next one. In fact, you should always take your learnings from past campaigns into the creation of new ones – that way, you’ll always be optimising your performance. Use consumer data from one to feed into optimising the next.
How to use consumer data for smarter campaign planning
If you’re not using consumer survey data as part of your campaign planning, you’re missing out on the opportunity to optimise your marketing. Find out how to use data to ideate creative concepts, test them with target audiences, plan your media spend, and measure the effectiveness of your campaign.
Want to create some press for your brand (and gather valuable backlinks in the process)? Create data-driven content using consumer data – media outlets are huge fans of content with primary data and you have a much better chance of getting picked up for a PR spot with a unique, data-backed point of view.
Consumer data doesn’t just make for interesting, valuable content – it can also help create it. By asking your target audience what content they’d like to see, or identifying knowledge gaps or emerging trends, you can incorporate that data into your content marketing strategy and start producing content that you know will be useful and relevant.
The PR professional’s guide to data-driven storytelling
Want to create high-impact campaigns for your clients? Learn how to use data to inspire stories journalists will love.
Want to know if the people you’re targeting are really the right audience for your offering? Get to grips with your target audience, and then understand them even better by using consumer profiling surveys. Once you understand your audience, you’ll know where best to reach them, the kinds of creative that will resonate best with them, and, most importantly, why they’d be interested in what your brand has to offer.
What are your consumers’ pain points, and how can you help them fix them? With a jobs to be done survey, you can get to the heart of your consumers’ needs and the gap that you fill.
The trick to being truly data-driven is to incorporate consumer data as early as possible in the process. When it comes to NPD, you should be reaching out to consumers before you’ve even come up with a product idea. Make sure you’re building products that people actually want – and the rest will be easy.
Launching a new product is no small feat. Plenty of different things go into a successful launch, from the npd process of the product itself, to packaging design, to marketing to the right people. All of these intricate, interconnected stages can be optimised and bolstered through a great understanding of your target audience.
Attributing ROI is a notoriously difficult task, but if you can prove the efficacy of innovation, you’ll be able to innovate with confidence in the future.
When it comes to innovation, speed is a gamechanger. Losing out on market share because you didn’t get there first can be a disaster for emerging brands, even if your product is significantly better than the one that took first place. Using consumer data, you can have more confidence in your decisions throughout the process, meaning you can get your product to market quicker than anyone else.
The beginner’s guide to data-driven new product development
We’ve teamed up with innovation experts Andrew Shanley, Senior UX Designer at Amazon and Braeden Watts, Senior Lead Service Designer at IDEAN to show you how to use consumer data to transform the NPD process.
Want to get started with using consumer data-driven marketing? Then we have some great news for you:
With Attest, you can do all 26 of these things – and we make it easy.
Book an intro with one of our experts who’ll walk you through exactly how you can use Attest’s innovative research platform, and find out how brands like Gymshark, Klarna, and WorldRemit use us to supercharge their marketing efforts.
The Experts’ Guide to Brand Tracking
How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
Attest's platform makes gathering consumer data as simple and actionable as possible.
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