01 Oct 5 Key Takeaways On Data Driven Marketing

On Thursday, September 26, a full house gathered at the Hilton Garden Inn in Calgary to network with their peers over appies and a complimentary Toolshed Beer, and listen to a panel of experts discuss Data-Driven Marketing. In today’s world, data can be overwhelming and learning to use it effectively is on everyone’s mind. Our panel had so many nuggets of wisdom to share.

The Panel consisted of Cam Sullivan, Loknow, Denise Gohl-Eacrett, Fountain Tire, Micheal Roberts, Adobe, Patty Gibson, Husky, Morgan Melnyk, MNP and moderator Clare Forster from our Platinum Sponsor DAC Group. We were pleased to have a sold-out crowd of 130 people, including out of towners from Toronto, Edmonton, and Vancouver.

Here is a summary of some key takeaways:

Board Member Elena Remoundos of Franworks with Sponsor Mario Lemieux of DAC Group

1. Marketers can be paralyzed by how much data there is out there. To help sort through the mounds of data, ask yourself: Why are you doing this? What is the result you are wanting? If you don’t start with “Why” – you are starting a step behind.
2. With privacy becoming more of an issue, we see a new culture of data integrity. Patty Gibson from Husky reminded marketers to be very purposeful in the data they are collecting and be ready for when things become more regulated. Be purposeful that the data you are collecting is for the benefit of the customer.
3. The main objectives in collecting data are customer experience, conversion and filling the sales funnel. Michael from Adobe suggests to always focus on what it will take to improve these 3 objectives. Don’t stop testing. Build appropriate customer profiles with a robust view of each client, then make sure the right customer gets the content at the right time, right place by the right medium.
4. Can Data and Creative be friends? Data with context can help develop better creative! When you think about tech to invest in, make sure all of the content you serve to the customer is open to feedback and is creating experiences. Make sure the technology on the creative side is connective to automation to help you collect more data. The two should feed each other.
5. What about marketing automation for medium or small businesses? How do the little guys get into the data club? Marketo was mentioned by a few of the panel members as a great start for smaller businesses for data reporting. Google Analytics and HubSpot were also mentioned as top tools for businesses.

As the panel concluded they were asked what exciting things they see coming down the data pipeline. Everyone agreed that marketing automation, machine learning, and AI to improve the optimization of data were areas they were most excited about.

The evening finished with the tables discussing their favourite ‘aha’ moments and sharing one from each table.

Here are some of our attendees key AHA’s

• “Smarketing” (sales aligned with marketing)
• If you develop data with more content, it drives better creative
• Speed in making a decision – analysis paralysis will slow you down
• Ask in the right moment to allow your application to gain access to location data
• Attribution – There is no one answer!
• How the relationship between humanity and technology can create opportunities to speak to your audience more uniquely.
• Ask and start with the why. Why are we collecting the data and what is it being used for?
• Top to bottom purposeful data collection within the organization
• Fully understand the objective and purpose you are looking to achieve from data-driven marketing
• Data drives performance NOT opinions
• It all comes back to the customer
• “Positive” and clean data collection – your data is only as good as what you are putting in; garbage in, garbage out
• The collision of data and creative, utilizing data to create more effective marketing & communications

Don’t miss our exciting event on 2020 Marketing Trends

On December 5th, we are flying in Forrester Research to share their Marketing Predictions for 2020.

Book Early to avoid disappointment on this one!

Sincere thanks goes out to our Platinum Sponsor of this Panel and Power Hour DAC Group. Without the generous support of our sponsors, we could not put on such remarkable events.

Thanks also to our myriad of Table Sponsors and our exhibitor, Michelle from Might Hive.