Marketing Data: Everything You Need To Know

Marketing data can be described as the digital footprint left by customers and prospects through their interactions with various touchpoints. This information, when analyzed and understood, offers valuable insights for marketers to effectively reach and engage their target audience, improve campaigns, and drive business growth. It is a combination of both explicit and implicit data that provides a comprehensive understanding of customer behavior and preferences.

There are various forms of marketing data, each with its own specific application for B2B marketing purposes. In this blog post, we'll delve deeper into the intricacies of marketing data. From uncovering its different forms to understanding its diverse applications, you will gain a comprehensive knowledge of how marketing data can be harnessed to drive business growth. Discover the various methods of collecting and analyzing marketing data and how this information can be utilized to create tailored data-driven marketing campaigns. This blog post is your one-stop-learning station for everything related to marketing data, so buckle up and let's get started!

How to Use Marketing Data to Drive More Sales

Data quality refers to the content stored in the database that correlates to the situation that data should represent. It's critical to have good data quality for successful marketing strategies. Improving your marketing data quality ensures that your campaigns are directed to the correct prospects, and you can tailor them based on credible data. Data quality management is a continuous process that begins with continually monitoring data changes. The upgrading of data quality for campaigns can be done in a highly automated manner. B2B marketers access data on potential audiences to build a marketing strategy based on their preferences and needs collated through multiple online and offline sources. Such a database can assist in problem-solving, better decision-making, and process improvement.

The Value of Marketing Data: Navigating Its Importance For Business Growth

In today's digital age, competition among businesses requires the use of data to effectively target their audience with the right messages. By utilizing analytics to create campaigns tailored to specific market segments, organizations have the potential to raise awareness of their products and services among the right people. The growth of data acquisition continues, and the proper use of this analyzed information can significantly impact marketing efforts. In a recent Forbes survey, 58% of businesses reported generating value through their use of data, with nearly 60% of respondents stating that data and analytics are crucial to their organization's operations.

Marketing data helps businesses understand their target audience, market trends, and competition, leading to informed decision-making and better allocation of resources. The following ways show how marketing data can be leveraged for business growth:

1. Customer Insight


Source: superoffice

By understanding customer demographics, businesses can gain insights into their age, gender, income, education, and other factors that influence purchasing behavior. With this information, they can better target their marketing efforts and create products or services that meet the specific needs of their target audience. Customer behavior data, on the other hand, provides information on how customers interact with a brand, such as their purchase history, frequency of visits, and online engagement. This data can help businesses understand customer preferences, buying habits, and pain points, allowing them to create more relevant and effective marketing strategies.

By combining both demographic and behavior data, businesses can create a more complete picture of their target audience and make data-driven decisions that improve the effectiveness of their marketing efforts and ultimately drive business growth.

2. Campaign Optimization

campaign optimization

B2B marketing teams in any industry often struggle with managing their time efficiently to complete all the necessary tasks. However, incorporating a data-driven approach can streamline their workflow and increase productivity. By setting specific marketing metrics and KPIs, teams can track their progress and identify the tasks that yield the highest results. This allows for ongoing evaluation and optimization of their marketing strategies.

Data plays a crucial role in guiding decision-making for B2B marketing teams, from determining the best events to attend to determine the most effective blogs to publish. A/B testing is also a valuable tool for gathering data and continuously improving marketing efforts. It's important for B2B marketing leaders to have a strong understanding of customer marketing data and to share this knowledge with their teams. Having a deep understanding of the data enables teams to make informed decisions and leads to successful marketing outcomes.

3. Competitive Analysis

competitive analysis

Marketing data provides a wealth of information about competitors and the market in which a business operates. Businesses can gain insights into their marketing strategies, target audience, and overall performance by analyzing competitor data. This information can be used to inform decision-making and improve their own marketing efforts.

For example, competitor data can reveal the channels and tactics that competitors are using to reach their target audience. This information can help businesses determine which channels and tactics to prioritize in their own marketing efforts to reach their target audience more effectively. Competitor data can also provide insight into the type of content that resonates with their target audience. This allows businesses to adapt to changes in the market and stay ahead of the competition.

4. Developing Customer Loyalty

developing customer loyalty

As per Salesforce, failing to personalize interactions with consumers can lead to 52% of them switching brands. Marketing Data can help companies identify their most valuable and loyal customers and provide them with special perks, such as coupons, exclusive content, and more, as a way to show appreciation. This targeted approach can strengthen customer relationships and drive business growth.

5. Better Product Development

Data-driven marketing has the power to reduce product failure rates by providing a deeper understanding of your target audience. With data analysis, companies can gain a clearer picture of consumer preferences and behaviors, allowing them to create products and services that perfectly meet their needs. This, in turn, drives consumer engagement, fosters customer loyalty, and ultimately drives business growth.

Different Types Of Marketing Data And Its Usage

marketing data and its usage

For B2B organizations, having a comprehensive understanding of their customer base is critical for success. That's why it's important to collect a range of customer marketing data. While the specific types of data that a business might need to collect may vary depending on their unique circumstances, all businesses should consider collecting 9 types of customer data. These include demographic data, firmographic data, technographic data, chronographic data, intent data, Attitudinal data, Behavioral data, Quantitative data, and Qualitative data. By having a diverse range of customer marketing data, businesses can make informed decisions, identify target market segments, craft compelling campaigns, and measure the success of their marketing efforts. This data also helps businesses stay ahead of the competition and continuously refine their marketing strategies to drive growth and achieve their goals.

1. Demographic Data

demographic data

Source: datarade

Demographic data is critical information about population groups based on specific characteristics like age, gender, and location. This type of data also encompasses socioeconomic aspects like occupation, family status, and income. It plays a crucial role in web analytics and consumer behavior analysis, offering valuable insights into target audience preferences and habits. Unlike traditional demographic data, which focuses on birth and death statistics, the marketing approach places more emphasis on age, gender, and interests, which provide a clearer picture of target audiences. Demographic data is a critical tool for businesses, helping them create more effective campaigns and reach their desired customer segments.

⟶ Its Usage

Demographic data is collected in web analytics and online marketing to acquire a better understanding of a web page's intended audience or to construct buyer personas based on this information. Demographic data is utilized mostly for strategic supply targeting, especially in email marketing, telemarketing, and direct mail marketing, but it can also be used for business research and performance reporting.

2. Firmographic Data

b2b firmographic data

Firmographic data is a category of information that characterizes organizations and provides key insights into the company structure, operations, and target market. This type of data includes various attributes like the company's geographical location, number of clients, business type, industry, technologies used, and other relevant information. The data is used to segment businesses into meaningful categories.

Following are some examples of firmographic categories:

  • Performance can be further classified based on annual revenue and typical sales cycle
  • Size, which may be divided down into employee count and location
  • Ownership is classified as public, private, government, or cooperative
  • Trends are classified as rising, falling, or steady
⟶ Its Usage

As a collection of information about organizations, this type of marketing data is especially beneficial for account-based marketing, where ABM campaigns are aimed at a group of decision-makers within one company.

3. Technographic Data

technographic data

Source: datarade

Technographic data is information that indicates the utilization of technology solutions, adoption rates, and the company's present technological stack. This type of data offers valuable insights for marketers into the contact's professional processes, identifying potential areas for improvement and common challenges they may encounter on a daily basis. This information is particularly beneficial when promoting a unique solution that differentiates from other offerings in the market.

⟶ Its Usage

Technographic data, on its own, provides insight into how companies employ technology. Meanwhile, when combined with targeted marketing and sales activities, this data gives way to greatly increase conversion rates.

4. Chronographic Data

Chronographic data is especially useful for B2B sales as it refers to any changes within a company that could impact sales. These "sales triggers" can include major events such as a new hire, acquisition, product launch, or even a change in headquarters. By tracking these changes, marketers can gain valuable insights into new sales opportunities and the direction the company is heading.

⟶ Its Usage

B2B marketers, as previously said, are the key users of chronographic data. They leverage this information to improve conversion rates and provide personalized experiences to customers. This data is not only useful for marketers but also for investors and market researchers who use it to analyze stock valuations and market movements in response to changes such as acquisitions, IPOs, and other significant company events.

5. Intent data


Source: datarade

Intent data, the newest addition to data categories, tracks prospects' online behavior and search interests, including the information they engage with, to uncover potential purchasing intent. This type of data is obtained from both public and private sources through the use of cookies that monitor web searches.

⟶ Its Usage

For a marketer, intent data is possibly the most useful form of data. It denotes when a prospect or corporation is most likely to purchase a product or service.

6. Attitudinal Data

Attitudinal data provides information on a customer's direct opinion of a business. This can provide insight into how successfully a business's product or service is doing, as well as public perception of the brand.

⟶ Its Usage

Companies and product teams utilize this type of data to monitor and evaluate the impact of their brand, product, and customer experiences on their customers and target market.

7. Behavioral Data

behavioral data

Behavior data cover direct engagement with a brand. This can include data on how users interact with your services, such as free trial sign-ups, user account logins, and account deactivations. Email newsletter interaction can also provide behavioral data, such as how many users subscribe and unsubscribe. Another source of behavior data is how customers interact with any store features on your website.

Some examples of behavioral data include:

  • Subscription details
  • Average order value
  • Previous purchases
  • Devices
  • Feature usage and duration

8. Quantitative Data

Quantitative data is information in the form of counts or numbers, with each data having a distinct numerical value. It is typically collected for statistical analysis using surveys, polls, or questionnaires distributed to a specified segment of a community.

Examples of Quantitative data:

  • Form completions
  • Event appearances
  • Email open rates
  • Click-through rates & many more.
⟶ Its Usage

Due to the simplicity of their mathematical derivations, Quantitative data makes controlling the measurement of different parameters possible. This data consists of any quantifiable information that researchers can utilize for mathematical computations and statistical analysis in order to make real-world decisions based on these mathematical derivations.

9. Qualitative Data

Qualitative data is a type of data that approximates and characterizes. This data type is non-numerical in nature and is gathered through observation, one-on-one interviews, focus groups, and other similar approaches.

⟶ Its Usage

Qualitative data is useful in determining the frequency of specific traits or attributes. It enables statisticians or researchers to define parameters for observing larger data sets. It gives observers the ability to quantify the world around them.

How Is Marketing Data Collected?

how is marketing data collected

Marketing data is collected from prospects and customers through two primary sources - public and private. The data is then stored in an online database and later used to create a comprehensive profile of the target audience.

Here's a brief description of both sources

1. Public Sources

Public data sources can come from a variety of online sources and can include information that is readily available to the public. Examples of public data sources include social media platforms like Facebook and Twitter, government websites, public directories, news articles, forums, and blogs. All of these sources can provide valuable insights into consumer behavior, interests, and demographic information, as well as data on companies and industries.

Examples of public sources:

⟶ User-generated

This type of data can be gathered from social media, such as collecting Facebook postings, or from other sites, such as YouTube comments or Yelp reviews, that may reflect the landscape in which a business operates.

⟶ Government agencies

Government agencies like the US Census Bureau, National Center for Education Statistics, and the Bureau of Labor Statistics provide valuable public data that can be used by businesses and organizations to create their email list.

⟶ Crowdsourced data platforms

Crowdsourced data platforms, like Wikipedia, Reddit, and Quora, gather data from the public through community contributions. These platforms allow users to contribute information on a variety of topics, creating a vast pool of knowledge that can be used as a source of data.

2. Private Sources

Private marketing data sources refer to protected information that is not immediately available to the public. This type of data is collected through various methods, such as through forms that require personal information, paid subscriptions, or by making a payment to access the data. It provides a more in-depth and personalized view of the customer or prospect, helping businesses to make informed decisions.

Examples of Private Sources:

⟶ Paywall Websites

Paywalled websites are websites where certain content or features are restricted and can only be accessed by a paying subscriber. Access to this type of content is typically controlled through a paywall, which is a feature that requires a user to pay a fee or subscribe to a service in order to access the content. This type of content is considered private data, as it is not freely available to the public and is typically more valuable than publicly available data.

⟶ Data Providers

Private companies that maintain their own databases and offer access to them through subscriptions are also considered a primary source of marketing data. This information is usually only available to those who pay a fee, complete a form, or otherwise meet certain requirements. The data provided by these sources can be extremely valuable, as they can provide deep insights into a company or industry that may not be available through public sources.

Mailing List: A Definitive Alternative To Data Gathering

mailing list data gathering

An email list is a collection of contact information of people belonging to a specific geography or industry which can further classify based on age, credit score, income, lifestyles/behaviours, job title, location, sales revenue, year business started etc. The list generally includes information such as name, physical address, email address, phone number, website, fax number, and more. Marketers can leverage a mailing list for sending out targeted and personalized communications. These lists are extremely useful for marketers looking to sell, recruit, or survey a specialty of their targeted industry.

There are different types of b2b email lists. In fact, as many as different b2b industries exist today. This means that there is a plethora of mailing lists targeted toward every industry you can think of. This includes healthcare, manufacture, automotive, finance & banking, real estate, retail, oil & gas, construction, and many more. Furthermore, if you want to get specific, you can select your industry and find related specialties within that industry. For example, your targeted industry is the healthcare industry, and your target audience is physicians or oncologists. You can simply ask for a physician email list or an oncologist email list without the need to bother about data accuracy. It is that easy to get marketing data with a mailing list. Not to mention you may also customize these specialty lists based on several data factors that may include demographic, technographic, firmographic, or any other type of data we mentioned earlier.

But “How to get a mailing list?” There are two primary ways that you can obtain an email address list – grow your own or purchase a list from a data provider. Although growing your own b2b marketing list may be time-consuming and expensive, it is quite effective in building genuine business relationships and organic subscriber list. However, purchasing a b2b contact list is still the most cost-effective way to reach a large number of prospects in a short amount of time. This provides you with targeted contact information without any time-intrusive effort and huge cost. The only catch is you must know how to find the best mailing list provider.

Here's some tips on finding the best email list provider:

Conduct Research

Examine possible B2B data suppliers' track records for dependability, customer satisfaction, and cost-effectiveness. You should also inquire about their data quality, accuracy, and depth. Read reviews and testimonials from prior customers as well.

Consider Your Needs

Before assessing any providers, consider the type of B2B data you require. Consider the segmentation criteria you require (for example, company size and industrial sector), as well as the manner in which you want your data delivered (e.g., CSV file).

Compare Providers

After you've discovered all applicable supplier candidates, compare them to see which one best matches your needs. Check if the source can consistently give correct data at an appropriate pricing point for your business budget.

Ask For Their Validity

This is perhaps the most important when buying a b2b email database. Ask the providers on your radar whether they are compliant with modern data privacy rules ( such as GDPR, CCPA, CASS, CAN-SPAM, etc.). Also, whether the telephone numbers are DNC compliant and postal addresses are NCOA- verified. If a company complies with all these regulations, perhaps the company is legit, and you may focus on the other points.

Test Out Providers

It is often vital to test out various services with a few vendors before making a final decision to ensure that you are selecting the proper B2B data supplier for your business needs. Before committing to anything long-term or costly, you might want to ask for sample datasets to evaluate overall quality and accuracy levels for each provider's products. A lot of the top data providers offer free email list samples to try.

Why Are Businesses Using Mailing Lists To Fuel Their Sales Pipeline?

Data on its own has little to no value. The value is not in the data but in what is done with it. Data-driven businesses obtain value from data analytics, which analyzes data to gain business insights. The data can then be used to provide corporate value by solving problems or enhancing procedures. Data has value because it allows company leaders to make informed decisions that can lead to improved corporate performance, simpler processes, and greater customer relationships.

But why are they utilizing "mailing lists," then?

If better profits with a minimal investment are your motive, email lists are the key component. Businesses understand the potential of mailing lists and how cost-effective they can be. The role of a targeted mailing list cannot be negated, especially when they offer a staggering 42:1 average ROI through email marketing. If you don't have an extensive, high-quality mailing list that is both targeted and large, even the best campaigns are likely to fail.

One of the most compelling reasons why businesses are purchasing email lists is its effectiveness in saving their time and resources. Compared to traditional list building, a pre-made contact lists offer an extensive database that is available for immediate use. Not to mention that these lists come customized, which means no manual labor is required to segment the list based on your campaigns. In addition, mailing lists eliminate the risk of ‘data privacy’ with 100% opt-in and privacy-compliant data. With this, businesses can interact with leads, prospects, and current clients across the world, providing global exposure.

The email lists help immensely to bring sales-ready leads into the sales cycle. You can send emails, sales emails, and triggered emails based on engagements, depending on your business objectives. Most importantly, mailing lists help you personalize your sales messages and create a series of automated email messages tailored for each recipient.

Some additional benefits of a Mailing List include the following:

Better Serve Customers

Organizations can use email list data to identify what consumers like. For example, it can help firms determine the most cost-effective method to address customer inquiries and issues, reducing problem resolution times and improving customer experiences.

Identify New Business Opportunities

Mailing lists provide information that assists organizations in establishing new revenue streams by inventing and developing products and services that satisfy consumer wants. For instance, A retailer of women's shoes can notice trends that indicate a popular style or brand of shoes. They can then respond quickly by tailoring their products and services accordingly.

First-Mover Advantage

Mailing lists provide information on industry trends, allowing firms to respond to market developments more quickly. This can help firms predict future trends, recognize consumer patterns, and spot new business prospects more quickly, giving them a competitive advantage.

Improve Sales

Every business wishes to improve revenue growth. In today's competitive global marketplace, data plays a crucial role in identifying and translating data into revenue opportunities. By leveraging a mailing list, a leader can identify problems and develop sales and marketing strategies that can improve performance and grow revenues.

Maximizing Your Marketing Success: 5 Proven Strategies for Leveraging Marketing Data

Now that you know the various types of marketing data and the ways to get it, how else can you leverage this data? How can you use it to better your marketing and sales strategies? Here are 5 proven strategies for leveraging marketing data.

1. Segmentation

This is an important phase in email marketing and other forms of brand communication. Make sure to segment your customers so that you can offer them the right content and include them in the right campaigns. This simple strategy will significantly increase conversion rates. Segment your data by Job title, business, geography, industry, product interest, and other factors. The more you segment, the more targeted your messaging will be. As a result, your engagement will be higher.

2. Personalized Experiences
personalized experiences

Personalization is always effective, especially in marketing. The ideal method to personalize content is to customize their feeds and interactions based on their demographics, online habits, purchase history, browsing history, and other important information.

Let's take the example of Amazon to give you a feel of how effective personalized experiences are. Amazon is a unique example of a company using personalization to enhance the customer experience. The online retailer uses data such as purchase history, wishlists, and browsing behavior to suggest personalized product recommendations to each individual customer. This personalized approach has been a key factor in Amazon's success and has helped establish strong customer loyalty.

3. Customer Journey Mapping
customer journey mapping

Marketing data plays a crucial role in defining customer journey mapping. This is because it provides insights into customer behavior, preferences, and pain points that can be used to map out their journey from awareness to purchase and beyond. This data can be used to identify key touchpoints in the customer journey and tailor marketing efforts to each stage.

4. Data-Driven Decisions
data driven decisions

Data-driven decisions refer to the process of making strategic choices based on data and data analysis. The purpose of using data to inform decisions is to improve the accuracy and efficiency of the decision-making process and to make decisions that are more likely to result in positive outcomes. In order to make data-driven decisions, organizations must first gather and analyze data and then use the insights they gain from the data to inform their decisions. This often involves the use of data analytics tools and tactics such as data visualization, statistical analysis, and machine learning. The goal is to use data to better understand the market, customers, competitors, and other factors that impact the success of a business and then use that understanding to make informed decisions that drive growth and improve performance.

5. Omnichannel Marketing
omnichannel marketing

Omni-channel marketing is a comprehensive and integrated marketing approach that reaches customers across multiple channels, such as email, social media, mobile, and in-person interactions. This approach creates a seamless and consistent customer experience, regardless of the channel they use to interact with the brand. As consumers gain more power, omnichannel techniques are becoming more common across industries; nevertheless, they are especially prevalent in retail, healthcare, finance, and automotive.

Overcoming the Hurdles: Navigating the Challenges of Marketing Data

navigating the challenges of marketing data

Marketing data holds the key to unlocking the potential of a successful marketing campaign, yet unlocking its value comes with its own set of obstacles. From ensuring data reliability and accuracy to safeguarding sensitive information and measuring campaign ROI, the challenges of marketing data are significant. To harness the full power of this valuable asset, companies must proactively address these challenges and overcome them.

Here are the 4 most common challenges you might face with marketing data:

1. Data Quality

One typical issue with marketing data is that you can never completely trust it. According to a Forrester report, while 78% of marketers believe a data-driven marketing strategy is critical, up to 70% admit to having low-quality and inconsistent data.

According to another study conducted by KPMG and Forrester Consulting, 38% of marketers have a high level of confidence in the data and analytics that drive their consumer insights. However, only one-third of them appear to trust the analytics generated by their business operations. This problem could be caused by a lack of data collection and analysis. In reality, transparency and data ownership are critical components of any marketing concept or approach.


Marketers must maintain a data-driven approach for their teams. It's critical to have the right tools, people, and procedures in place to keep your customers' data trustworthy throughout time. Verify and validate your data once a month, or hire a data provider to append and cleanse your list if you don't have the time or resources.

2. Data Overload

As a marketer, you may believe that "the more data we collect, the more we understand audience behavior." However, the irony of having too much data is that you often have little information. This is due to the extensive amount of varied information you have, meaning the more data and fields collected, the less they overlap. As a result, "holes" will appear in the data.

It will be challenging to convert all of the available data into useful insights and fuel business results. It means you'll almost certainly come to no conclusions about your target viewers' purchasing habits. That is why, according to 53% of marketers, "you can never have data explosion on your marketing analytics management."


Rather than acquiring data and then deciding what to do with it, it is always better to grasp the aim of that data gathering. What do you want to do with the data? And what do you want to gain from it? This allows you to get more focused and informative data from your audiences. And always ‘segment’ your data.

3. Data Privacy

Did you know that 41% of marketers believe that their biggest challenge will be tracking the appropriate data? This is no surprise considering that Data privacy is a major challenge in marketing data as it involves handling sensitive information of customers, such as their personal details, purchase history, and online activities. When it comes to pushing your organization toward expansion and innovation, data privacy should be at the top of your priority list. An essential component of both of these is ensuring that third parties cannot access, utilize, or disclose your private user data, which can protect your employees, secure your business processes, and protect your company's brand.

More often than not, this challenge appears because of the lack of appropriate security measures and adequate countermeasures.


Data privacy issues can have far-reaching consequences, jeopardizing a company's personal information, financial affairs, and consumer privacy. As a result, it is crucial to take some countermeasures and implement some effective techniques such as developing adequate SOPs, monitoring data trade, avoiding data hoarding, and strengthening data protection plans.

4. Data Silos

Data Silos are one of the most persistent and aggravating problems that marketers face. When data is siloed, it obscures your view for critical insights, making it difficult to optimize your marketing campaigns. The problem usually arises when different teams in your firm use incompatible technologies that prevent them from sharing data.

Data silos make it difficult for marketers to measure marketing performance comprehensively.


Marketers may eliminate data silos by implementing a single data integration platform across all departments.

Marketing Data Success Stories: Lessons Learned from Top Companies

Marketing data has become an indispensable tool for companies looking to achieve success in their marketing campaigns. By leveraging data-driven insights, companies can make informed decisions and achieve better results. Below we have listed two real-life case studies of companies that have successfully leveraged marketing data to drive their marketing efforts and achieve their business goals. These examples will showcase how companies have used marketing data to target their audiences more effectively, improve customer engagement, and increase conversions.

Case Study 1: Nike's Data-Driven Marketing Strategy


Nike is an International corporation that is engaged in the design, development, manufacturing, and worldwide marketing of footwear, apparel, equipment, accessories, and services. Nike, being one of the world's largest sports brands, was not lacking in exposure or attention. However, the company noticed that its typical, big-budget advertising strategy was yielding fewer results over time. People aged 15 to 45 make up the largest market for Nike products, spending 20% more than any other age group. These Generation Y clients, on the other hand, were not interested in huge, top-down media and were searching for a brand that delivered constant change and innovation rather than the same old thing over and over. Nike recognized that a new approach was required to reach this demanding audience.

After realizing that marketing in the digital world is all about data, Nike reduced its spending on television and print advertising by 40% between 2010 and 2012 but boosted its overall marketing budget to $2.4 billion in 2012.

Nike sought to address this new, technologically sophisticated audience with a combination of technological advances, marketing data, and social media involvement. Engineers and scientists from famous institutions such as MIT and Apple were employed to create intriguing new technologies and investigate market insights. One of their most notable triumphs was the introduction of Nike+ in 2010 - a device that allows users to log their workout routines, upload them to the web, measure their progress, and share their victories socially. The Nike FuelBand was also added to the product line. This new community generated massive amounts of data, which Nike utilized to track customer behaviors, construct online communities and places for Nike fans, and form meaningful interactions between the brand and its customers. Nike brought its social media marketing staff in-house to better understand the data and interactions created by its supporters.

was the result? Nike's innovative technique of using data to get user insight and developing a diversified, sociable, and engaged digital strategy was a huge success. Nike reached nearly 200 million people every day as a result of this. Massive amounts of freely shared user data generated important brand insights that contributed to product breakthroughs and helped the brand to become more personal with its customers.

Furthermore, this data-driven approach provided some additional benefits, such as:

  • Nike's share prices increased by 120% between 2010 and 2012, which is essential given that every corporation seeks to produce money.
  • Nike+ membership increased by 55% in 2012, with 7 million users signing up for the service, the majority of whom connect with the brand many times per week to upload and check their workout statistics.

Browse Data Cards

Business Email, Postal, Phone & Multichannel Marketing Lists

Case Study 2: Netflix’s Retention Rate Increased to 93%


Netflix is unquestionably the most popular online streaming platform for movies and TV shows, and it owes its success to Marketing Data. It allowed data-driven insight to help them to make logical decisions with a high possibility of success through the clever use of data (through business intelligence). Netflix used the power of its data smartly to do predictive research to determine exactly what its viewers would be responsive to and interested in watching. They were able to make profitable bets on producing widely-acclaimed shows such as 'House of Cards' and 'Arrested Development' by evaluating over 30 million 'plays' every day, as well as over 4 million subscriber ratings and 3 million searches. This helped them reach the best retention rate in the market within the industry, which is 93%, a significant amount compared to their primary competitors. They are also fast expanding as a result of their original movies and TV shows, which demonstrate that they truly listen to their customers.

How else do they use their data? They collect information such as the time spent watching the show by their subscribers, whether they binge-watched it or took their time finishing it, and whether they paused the show and resumed it after pausing.

This helped them create personalized accounts for each consumer!

Their ultimate goal is personalization, which is evident in their future plans, which include employing AI to design trailers - since why should everyone get the same one? They intend to create trailers that are completely tailored for their viewers; for example, if a given user enjoys romance films, they are more likely to see a non-romance film if the teaser contains romantic elements. That is only the beginning.

Netflix processes all of this information through a complicated algorithm that tailors viewing recommendations to each individual client. This is critical to Netflix's business because 80% of video streamed comes from one of their recommendations. Netflix has essentially used their data to ensure they have 'recurring consumers.'

What is the bottom line? Netflix is, first and foremost, a business, and its use of data must help them generate a profit. To say they are successful is an understatement. Netflix's algorithms save them a stunning "$1 billion per year in subscriber retention value." Their data also enables them to charge the value that provides the best value to their viewers at a cost that benefits both the customer and the firm. This revenue is reinvested in the content (and data algorithms) that have propelled Netflix to the top of the streaming entertainment market.

Is Your Marketing Data-Driven Yet - The Future Of Marketing Data

The benefits of becoming a data-driven organization are enormous. According to research, there are several significant advantages to becoming data-first in your marketing approaches, including enhanced customer loyalty, Increased customer acquisition, increased client satisfaction, Increased ROI, Measurable metrics for enhancing efforts, and more.

It's no surprise that 78% of firms polled for a study favored data-driven marketing, claiming that it improves client acquisition and lead conversion. Another study found that 67% of marketing leaders noticed an improvement in client acquisition after using data to make smart marketing decisions. Without a doubt, The future of marketing data is bright, as advancements in technology and data analytics will continue to drive growth and innovation in the industry. With the rise of Artificial Intelligence, Machine Learning, and Predictive Analytics, companies will be able to access and process vast amounts of data in real-time, providing them with new insights into consumer behavior and market trends.

Moreover, the increasing use of Internet of Things (IoT) devices, mobile devices, and connected homes, along with the growth of social media, will lead to an explosion of data that companies can leverage for their marketing efforts. This will lead to more personalized and targeted marketing campaigns, which will increase the chances of conversion and customer satisfaction. Additionally, data privacy and security will continue to be a key concern for companies and consumers alike. Companies must ensure that they have robust data protection policies in place and that they are transparent about the data they collect and how they use it.

In conclusion, the future of marketing data is promising, with endless opportunities for companies to leverage data to enhance their marketing efforts and improve customer experiences.