Every second we produce an immeasurable amount of data. Just to give you an idea, 92% of all the information in the world was generated in the last 3 years. In other words, 8% of the data was generated in more than 2 thousand years and 92% was (and continues to be) generated since the year 2013. The craziest thing is that this number is doubling every two years!
The data is there, at our disposal, and it needs to be used. Marketing has not been the same for a long time and we, professionals in the field, need to keep up with the changes, move forward with this new thinking and introduce the data culture into our daily lives.
Below, I leave a webinar I did on data-driven marketing.
Before we delve costa rica mobile database deeper and begin our immersion into the world of Data Marketing, it is essential that we address a controversial subject (more controversial than nipples): perception.
Yes, perception is one of the biggest enemies of digital marketing today. This is because it makes you bias some data towards what you want. And perception can be wrong because it is based on our experiences, on our experiences. Using your perception, what you think or believe causes you to have a distorted view, even when you use data.
When we talk about Data-Based Marketing, there is no such thing as “guesswork”. You can never bring your opinion into a conversation based on data. There is no argument against data. So, leave aside your perceptions and what you “think is best”.
Still don't believe that your opinion could be wrong (we know it's hard!)? Then let's do a test.
Cappra Data Science , a data analysis company, has been following a group of children and teenagers aged 8 to 16 for a few months and has gathered interesting data. The company monitored everything they talk about via WhatsApp, Snapchat, Instagram, and Portals and cross-referenced all this data to create a profile of today's young people.
To prove our point (that guesswork has no place in the world of data!) we are going to do an exercise with the information generated by this group. For each question that we will show below, think about which answer you THINK would be the ideal one. Ok? Let's go!
According to the options below, what are the 3 main interests of the 8 to 16 year old audience?
Causes, food, entertainment, sports, art/culture, feelings, fun, technology.
Among the options below, which are the 3 ways they communicate the most?
Facebook, Instagram, Snapchat, Twitter, YouTube, Vimeo, Blogs, Whatsapp.
According to the options below, what are your 3 favorite sports?
Basketball, soccer, handball, judo, swimming, volleyball.
Among the following options, what are the 3 main causes that boys are interested in?
Animals, education, rape, female empowerment, homophobia, politics, social projects, protests.
Now that you have thought, chosen and noted which of the options you think are the most appropriate, we will show you the results of the research carried out by Cappra.
According to the survey, the subjects of most interest among young people are, respectively: jokes, art/culture and feelings. When it comes to the way of communicating, Snapchat came in first place, YouTube came in second and Instagram came in third. Among the favorite sports, there are soccer, basketball and judo. Among the causes of main interest, homophobia, rape and protest stand out. That's right!
Were you surprised by the results? Surely you must have made some mistakes, right? Now imagine if you were to target a media campaign based on what you thought. There's no doubt that targeting based on research data would be much more effective, right?
This is our main point in this e-book. We say it again: leave your assumptions and perceptions aside and start acting according to the data.
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