The Confidence and Security of

As a business, you want your customers to associate positive feelings with your company, and many businesses tend to make decisions based on intuition. So, if the goal of a marketing strategy is emotion, why is data so important? This month’s blog dives into the critical nature of measuring your marketing efforts and making data-based decisions. 

64% of marketers in a wide range of fields strongly agree that data is an important piece to add to the marketing decision-making process. Going along with that, 87% of marketers consider data their organization’s most underutilized asset. Because of data’s potential for marketing and its underutilization, data-driven marketing is worth discussing. By leveraging the marketing data you are already collecting, your business can more effectively reach its target audience and continue to improve month after month. 

As a company, it’s important to determine if your efforts are effective. Data is a great way to measure that. Once you know who your audience is and where to find them, you can take the steps to target customers that you want for different actions such as purchasing or subscriptions. 

By using data to create a campaign and setting goals for the end result, businesses attain better and more consistent results with their marketing efforts, results are much easier to replicate if you understand how you achieved them in the first place. The opposite is also true: an unsuccessful campaign shows you what not to do. With the data already collected, figuring out what caused the issues is also much easier.

There are currently many excellent tools for gathering data and information to aid in your marketing efforts such as:

  • HubSpot 
  • Salesforce
  • Google Analytics
  • PipeDrive 
  • Constant Contact 
  • Hootsuite 

Each of these programs utilizes different data across a variety of marketing platforms to ensure you are creating marketing campaigns that work. By using data to enhance your marketing, you ensure your database of customer information is up to date, that your communications are personalized, and that your customers remain loyal. Data-driven marketing also increases your efficiency and provides you with a precise measurement of the success (or not) of your marketing efforts.

At Engaged Marketing, we would love to help you integrate data into your marketing plan. Ready to get started making smarter marketing decisions? Reach out at

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