Whether it’s skincare products or freight unloading services, running a digital marketing campaign for any product or service is serious business. You want to try to maximize your return on investment as much as possible and leveraging data is a great way to go. 

Here are 3 helpful tips. 

Audience Segmentation

Audience segmentation is acknowledging differences in your marketing. It’s about breaking down your audience into groups based on categories like age, interests, and what they’ve bought before. Why? Because when you speak their language and give them what they want, they’re more likely to pay attention and buy.

First, gather data on your audience—like who they are, what they do online, and what they’ve bought. Then, look for patterns and group them into segments. Finally, create customized marketing messages and offers for each group.

Say you’re selling sneakers. You find out through data that you have two main groups: fitness junkies who love running marathons and fashionistas who care more about style than miles. So, you create different ads and emails—one focusing on performance and endurance for the fitness crowd, and the other highlighting trendy designs for the fashion-forward people.

Continuous Optimization

Think of continuous optimization as fine-tuning your marketing machine. It’s about keeping an eye on how your ads and campaigns are doing and making tweaks to get better results. 

Keep checking your stats—like click rates and conversion numbers—to see what’s working and what’s not. Try out different versions of your ads and landing pages to see which ones get the most love from your audience. Then, use that information to make your campaigns even better. 

Imagine you’re promoting a new line of eco-friendly skincare products. After running some ads, you notice that the ones with cute animal illustrations get way more clicks. So, you decide to make more ads with animals and fewer of the ones featuring plain product shots. More clicks, more sales.

Attribution Modeling

Attribution modeling is giving credit where credit’s due. It helps you figure out which marketing methods are actually driving sales so you can focus on what works and ditch what doesn’t. 

Start by gathering data from all your marketing channels—like social media, and email. Then, look at how each channel contributes to sales along the customer journey. This helps you understand which touchpoints are most influential and where to invest your time and money. 

Say you’re running a campaign for a new streaming service. After digging into your data, you find out that most people sign up after seeing ads on social media and getting an email with a special discount. Armed with this information, you decide to ramp up your social media budget and send out more targeted email offers. 

Several things contribute to a successful marketing campaign, including data. Try out these data-driven marketing tips.