To optimise your marketing strategy with data-driven insights, it’s crucial to follow a structured approach. This guide outlines the key steps, illustrated by Kellanova, a global food manufacturing company.
Step 1: Establish a Robust Data Infrastructure
Start by setting up a system to collect, store, and manage all business data, enabling informed decisions. Conduct a thorough audit to identify data sources like social media, CRM systems, and website analytics. Clean and standardise the 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 transform data into actionable insights. Set up real-time dashboards to monitor key metrics and make timely decisions. Train your team to effectively interpret and leverage these insights.
Step 3: Optimize Paid Media Planning
Use data insights to refine paid media strategies. Segment your target audience and allocate your budget to the most effective channels. Real-time performance monitoring helps direct resources to high-engagement areas.
Step 4: Activate 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, significantly boosting conversion rates.
Step 5: Establish a Centralized BI Command Center
A centralized BI Command Center serves as the brain of your data-driven efforts, offering a unified view of performance. This hub 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 optimising marketing campaigns across different markets due to fragmented data. Keenfolks assisted 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 activated micro-moments using their OG-ai platform and optimised paid media planning.
The results were remarkable: a 35% increase in campaign effectiveness, 78% targeted engagement, and over 35 personalized studies delivered in less than three months. Kellanova’s transformation underscores the power of a data-driven marketing approach, leading to more targeted and effective campaigns.
In conclusion, adopting a data-driven strategy can revolutionise your marketing efforts by providing precise insights into audience behavior and preferences, resulting in more relevant and successful campaigns.
Join Us at the Digital Marketing World Forum in New York!
Don’t miss our CEO, Miguel Machado, at Slot 17 as he delivers the keynote, “The Future of Marketing: From Generative AI to Integrative AI.” Discover how the latest AI advancements are transforming the marketing landscape and shaping the industry’s future. We look forward to seeing you there!
About Keenfolks:
Keenfolks is an Integrative AI Marketing Agency that connects marketing with data and AI to fuel exceptional customer experiences. We work with global brands like Merck Pharmaceutical, Coca-Cola, McDonald’s, Diageo, Johnson & Johnson, Nestlé, and more in over 40 markets worldwide.
Contact Us:
Visit keenfolks.com or reach out to alexa.bugakova@thekeenfolks.com.
