Ten steps to avoiding data-driven marketing mistakes.

1. Apteco
Marketing Suite™
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10 Data-Driven Marketing
Pitfalls You Must Avoid
Discover 10 key data-driven marketing pitfalls and how to avoid them.

2. Apteco
Marketing Suite™
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Big data here,
marketing
automation there

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Marketing Suite™
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and right in
the middle
?

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the marketing team

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Marketing Suite™
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What can the marketing
team do with the
customer data?

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Marketing Suite™
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The answer = Data-driven
marketing

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Data-driven marketing enables
the customer and their needs
to always come first
[dey-tuh] [driv-uh-n] [mahr-ki-ting]

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Data-driven marketing is the result
of collaborative working, transparent
processes and data planning. Avoid the
following 10 pitfalls in order to deliver
quality data-driven marketing.

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Data
management
01

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Ensure company buy-in to ensure
a quality data strategy
A data strategy must be a company-wide decision as it will only
be successful if all departments co-operate. Customer data is
ubiquitous and as many departments interact with the customer
they must be included in data plans and processes.

11. Data
consolidation
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Remember to merge your data silos
To ensure you have a true 360 view of your customers,
unify your different data sources.

13. Data quality
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Personalised
communication is only
as good as the data on
which it is based
Interrogate your data to ensure you
understand your customers and
communicate with them in the right way.
Personalisation works when it is relevant.

15. Data
protection
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Less is more
Only collect data that is necessary.
Remember to adhere to all data
protection guidelines. Personalisation
doesn’t give us permission to be intrusive.

17. Transparency
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Ease of access to their data and transparency
of data held will help your customers feel
more in control and build trust
Enabling customers to update their own records, for example when they
get married or move house, and have a clear view of the data you hold
for them is a way to build relationships.

19. Building up
relationships
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Customer data is more
than just numbers
Remember that behind the data, numbers
and facts is a person. Data analysis
helps you segment and create target
groups but ultimately this is to enable
your brand to develop relationships with
your customers and ensure positive
experiences with your company.

21. The right
goals
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Prioritise profit over
people at your peril
There are of course financial benefits
of data-driven marketing, but to ensure
long-term success the data-marketing
strategy must focus on the customer
and building a long-term relationship
with them. Data-driven marketing is a
culture and mindset, not just a business
decision.

23. Holistic
marketing
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Consistency is key
Think about the whole customer journey,
not just their initial interaction with you.
Customers need and want a consistent
brand experience across all channels. This
means if you start off building a personal
relationship you need to maintain that to
ensure your brand has integrity.

25. Resources
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Personalisation requires the necessary content
Data-driven marketing gives you unlimited possibilities for personalisation.
But don’t forget, each individual variant needs tailored content. Do you
have the necessary resources (staff of course, but also topics, creatives and
offers) to do it justice?

27. Campaigns at
the right time
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Speed is of the essence
Things move fast in the world of marketing and the
customer now expects brands to be able to keep up…
the topic of timeliness couldn’t be more timely…ensure
you are responding to your customers’ needs efficiently.

29. Apteco
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Now you know the pitfalls to avoid,
start making the most of your data
marketing, download:
How to track
customers as they
take a journey with
your business
How to track customers
as they take a journey
with your business
Written by Chris Roe, Developer, Apteco Ltd
Being able to not only track how your customers interact with your business
but also understand how these interactions fit into behavioural patterns is key
to ensuring a successful campaign execution. In this white paper from Apteco
discover how customer segmentation and data analysis can not only ensure the
success of your future campaigns but also enable you to spot when a customer is
about to lapse - giving you the chance to target them with appropriate marketing
and transform them back into a loyal, high value, customer.
®
Download your eGuide now