This document discusses the importance and value of data-driven marketing for businesses. It notes that companies that invest more in data than their competitors see 20% better performance across key metrics like conversion rates, revenue, and sessions. However, the value of data decreases over time if it does not directly impact decisions or lead to improvements in the user experience. To maximize the value of data, marketers should use insights to make strategic decisions, continuously optimize campaigns and the user experience, and focus on immediacy, context, and intent rather than just user identity or loyalty alone.

1. Andraž Štalec
WHAT DOES DATA-DRIVEN
MARKETING MEAN FOR YOUR
BUSINESS?

2. BEFORE THE END

3. CONSUMERS TODAY EXPECT
A RELEVANT EXPERIENCE

4. FUNDAMENTAL CHANGE

5. +44 %
CONVERSION RATE
+160 %
REVENUE
+85 %
SESSIONS

8. CAN DATA HELP?

9. COMPANIES THAT INVEST IN DATA
MORE THAN THEIR COMPETITORS DO
OUTPERFORM THOSE COMPETITORS
BY 20% IN EVERY MAJOR METRIC.
Gartner

10. 50% OF MARKETERS AGREE THAT
DATA IS THE MOST UNDERUSED ASSET
IN THEIR ORGANIZATIONS.
TeraData

11. WHAT IS THE VALUE OF DATA?

12. 0 €
CAMPAIGNS
WEBSITE
BASIC GOOGLE ANALYTICS
INVESTMENT VALUE

13. 0 €
CAMPAIGNS
DASHBOARDS
REPORTING
UA, EE, COST IMPORT
WEBSITE
BASIC GOOGLE ANALYTICS
INVESTMENT
TAGGING
GOOGLE TAG MANAGER
VALUE

14. INSIGHTS
CAMPAIGNS
DASHBOARDS
REPORTING
UA, EE, COST IMPORT
WEBSITE
BASIC GOOGLE ANALYTICS
INVESTMENT
TAGGING
GOOGLE TAG MANAGER
VALUE

15. INSIGHTS
CAMPAIGNS
DASHBOARDS
REPORTING
UA, EE, COST IMPORT
WEBSITE
BASIC GOOGLE ANALYTICS
BIZ DECISIONS
INVESTMENT
TAGGING
GOOGLE TAG MANAGER
VALUE

16. Radical changes
Technology & User
expectations
The state you are in
The time between
The time between
The GAP

17. Incremental changes
Continuous advances in user
experience and marketing

18. VALUE OF DATA
DECREASES
OVER TIME
LOST
POTENTIAL
IRRELEVANT
USER
EXPERIENCE
Incremental vs. radical change

19. IN LOVE WITH DATA

20. NOT EVERYTHING THAT CAN BE
COUNTED COUNTS, AND NOT
EVERYTHING THAT COUNTS CAN BE
COUNTED.
Prof. William Bruce Cameron

21. DATA INFORMED MARKETING

23. INTENT TRUMPS IDENTITY
IMMEDIACY TRUMPS LOYALTY
CONTEXT IS THE KING

24. THE END

25. Hvala
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