marketing data

Okay, so not everyone is a genius when it comes to numbers and reporting. Some are more inclined to be good at writing and reading, others are more hands on and need to be practical to achieve success. Whatever your skills are, there’s no denying that data is a vital component of any activity. 

In order to be able to see what is and isn’t working, especially when it comes to marketing, is an absolute must. Data is important for every business’s marketing because of the simple fact that it provides insights and information that help marketers make better decisions and create more effective campaigns.

Target Audiences

One of the biggest drawcards for marketers when it comes to data is the ability it gives us to understand a business’s target audience. After all, if you don’t know your target audience, you can’t even begin to start thinking about how you’re going to sell your product or service. When we are able to collect data about your key customers, we can then gain insights into your demographic, their behaviours, interests, and preferences. Until you know how your target audience ticks, you can’t expect your marketing to deliver the return on investment you may be hoping for. Once you have all of this information on hand, it can be used to create more targeted and relevant marketing campaigns that resonate with that target audience, and in turn, encourage them to invest in what you have to offer.

Measuring performance 

While nailing your target audience is a great first step, the work doesn’t end there. In order to ensure that you are getting the best out of your marketing, you need to be able to measure, measure it again, and then keep measuring as trends change as well as the constantly evolving sphere of digital marketing. Through tools like Meta Business Suite and Google Ads, we’re able to get access to data that has been created through tracking a form of marketing’s performance, whatever that may be. This can be the tracking of anything from marketing campaigns to social media polls — from metrics such as website traffic, click-through rates, conversion rates, and customer engagement. By analyzing this data, marketers can identify what’s working and what’s not, and make adjustments accordingly.


We’ve said it before and we’ll say it again, people don’t want to be sold to, they want to be spoken to. Our newsfeeds, tv screens and everyday life is so consumed by marketing that it constantly feels like we’re being forced to invest in something we are made to feel like we need in order to “fit the mould”. It can be overwhelming, and with so much messaging, we can’t avoid it. But what we can do as businesses is show people that there is so much more to the brand than just making a sale. When we can personalise our product or service, build trust with that target audience, and solve a problem they’re facing, it has more meaning. By collecting data about customers’ past purchases, preferences, and behavior, marketers can create personalised marketing messages that are more likely to resonate with them and help them with what they’re looking for.

Predictive analytics

With the constantly evolving, fast-paced nature of marketing, we need to be able to keep ahead of the trend. While you may have aced a product or service based on what people are wanting at the time, six months or even a few weeks down the track that need could be the complete opposite. In order to stay relevant and keep your finger on the pulse, we need to be able to predict what’s next. Staying ahead of the game is a must. By analyzing large datasets, marketers can use predictive analytics to forecast future trends and behaviors. This can help them anticipate customer needs and preferences, and create marketing campaigns that are definitely more likely to be successful.

These are just a handful of the reasons why data plays such a critical role in the world of marketing. While we could probably go on forever, this is a really good base to start with and something every business should have a solid understanding of. Not sure where to start with your data research? We’re here to help. Just ask!