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Why we care about data-driven marketing

Data is the lifeblood of digital marketing. With so many B2C and B2B purchase journeys passing through digital touchpoints, there have never been greater opportunities to collect customer data at an enormous scale. Data creates opportunities to optimize and personalize customer journeys, driving conversions and reducing churn. But the data needs to be good, clean, warehoused and managed, and above all, available for activation in a timely manner. Accessing and managing high-quality data is the biggest challenge facing marketing organizations today.

Marketing is no longer about publishing generic advertisements in newspapers, hoping the right people will see them. Instead, with data-driven marketing, you can use tangible data such as cost per click (CPC), cost per lead (CPL), customer acquisition cost (CAC), return on investment (ROI), and more to track your campaigns in real time. Additionally, you can connect marketing campaigns with website traffic and other metrics to understand how different strategies and channels affect customer behavior. While collating and analyzing marketing data takes effort, doing so eliminates the guesswork in your marketing campaigns

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