It’s essential to take a structured approach to optimizing your marketing strategy with data-driven insights. This guide outlines the basic steps demonstrated by Kellanova, a global food manufacturing company.
Step 1: Build a Strong Data Infrastructure Start by setting up a system to collect, store, and manage all your business data, and make informed decisions. Conduct a comprehensive audit to identify data sources, such as social media, CRM systems, and website analytics. Cleanse and standardize data to ensure consistency and accuracy.
Step 2: Implement Advanced BI Tools Once your data infrastructure is in place, use advanced business intelligence (BI) tools to turn data into actionable insights. Set up real-time dashboards to track key metrics and make timely decisions. Train your team to effectively interpret and evaluate these insights.
Step 3: Optimize Paid Media Planning Use data insights to improve paid media strategies. Segment your audience and allocate your budget to the most effective channels. Real-time performance monitoring helps direct resources to high-engagement areas.
Step 4: Enable Micro Moments Micro moments are critical when consumers use devices to search for information or make purchases. Leverage AI and machine learning to deliver personalized content during these moments and significantly increase conversion rates.
Step 5: Create a Centralized BI Command Center A centralized BI Command Center serves as the brains of your data-driven efforts, providing a unified view of performance. This center empowers your team to make data-driven decisions and continuously improve marketing strategies.
Case Study: Kellanova’s Marketing Transformation Kellanova faced challenges in managing and optimizing marketing campaigns across markets due to fragmented data. Keenfolks helped by building a robust data infrastructure, integrating over 35 accounts into a single platform, and implementing advanced BI tools and a centralized BI Command Center. They also enabled micro moments and optimized paid media planning using their OG-ai platform.
The results were remarkable: a 35% increase in campaign effectiveness, 78% targeted engagement, and more than 35 personalized studies delivered in less than three months. Kellanova’s transformation highlights the power of a data-driven marketing approach that leads to more targeted and effective campaigns. Ultimately, adopting a data-driven strategy can revolutionize your marketing efforts by providing precise insights into target audience behaviors and preferences, resulting in more relevant and successful campaigns.
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