Where are you on the Data Driven Marketing Plan?

13 Aug. 2015 - - Total Reads 9,992

Data Driven Marketing and Big Data Scale Score

By 2020, any business with a pulse will be lead by Data Driven Marketing (DDM) and Big-Data. Right now you should be well along the DDM pathway to ensure you are not left behind the data revolution. This isn’t just online data, its traditional bricks and mortar, advertising and software data competing against disruptive digital, growth hacking, SEM and organic opportunities. Read our series on Data Driven Marketing Series (launching soon) to learn our pro-tips and propel your strategy.

Data Driven Marketing Scale Detail with Big Data

Image hard to read? – Click to zoom or download the image

Data Driven Marketing Concepts and Keywords-


Any data your organisation already has, is developing or on the horizon as part of Data Driven Marketing or Big Data Strategy purpose Insights or Customer Profiling
Insights or Customer Profiling- Data is only data without strategic insights. Insights are far more valuable than data and help define the guidance and feedback loop around data centric decisions. Customer Profiling is the very basics of data grouping, for example geographic or demographic bucketing of customers.
Goals – Goals like insights aren’t basic. They shouldn’t be the number of Facebook likes or traffic walking past your store. They are well defined Key Performance Indicators (KPIs) which have a strong correlation with business profitability. For example, a goal could be Weekly Sales or a Specific Channel Marketing’s Conversions. CPL and CPA are both essential goals.


Cost Per Lead. You should know this or have it easily accessible in a dashboard for every channel you are marketing in.


Cost Per Acquisition. You should know this or have it easily accessible in a dashboard for every channel you are marketing in. Data Driven Marketing falls over if this metric is an afterthought. Organisations well seasoned in CPA will also be clear about their purchasing power with regards to

Market Share of Leads, Saturation Points

and most importantly

Product and Service Profits

with respect to CPA.


Conversion Rate Optimisation aka Split Testing, AB Testing, Multivariate Testing. This is where Data Driven Marketing really starts to turn on, we like to call it the Darwinism of DDM, survival of the fittest across Channels, Campaigns, Creative, Goals both digital and offline.

Omni Channel CPA and Dashboards

There is no point the executive team pouring over pages and pages of data. Insights need to deliver strategic feedback on the DDM and Big-Data processes in your organisation. A step ahead of this is real-time Dash-boarding of online and offline channel mechanics. This allows at a glance insights to be visualised and performance, once core insights established, to be monitored efficiently by multiple stakeholders.

CRM connectivity

Customer Relationship Management software is another core aspect of every 2020 business. We recommend moving to an wholly owned and scaleable CRM technology which, alongside the benefits of CRM for logistics and process can provide rich data for business and marketing optimisation. Our clients who develop end-to-end Lead Generation and Marketing into CRM are able to follow funnel pathways and see marketing gaps in real-time. This enables smarter decisions to happen faster, not at the end of financial years or campaign reviews.

Internal Data and CRM Optimisation

– Often organisations already have a mountain of internal data on their customers and processes. This may be part of CRM or sitting in fragmented or silo databases. It may also be in technology or transaction processes yet to be realised as data opportunities. These are ripe for optimisation and often low hanging fruit is easily leveraged to improve a company’s bottom line.

Big Data Leverage and Optimisation

More complex ‘Big Data Value’ and Optimisation is the domain of statistical analysis and solution sets, the prize of mathematicians and economists. However models are rarely realised as beneficial return on investment often requires complex algorithms and programming. The holy-grail of true Big-Data return sits at the intersection of significant professional minds. Market leaders and technology disruptors know how to leverage Big Data, and know recurring enterprise investment in this space will help retain their dominance.

As Big-Data value is realised it will influence all aspects of your business including Sales Funnels, Direct Response, Prompted and Unprompted Brand Awareness, Consumer Profiling, Staff Optimisation, Software Optimisation, Manufacturing Processes and Logistics. Organic heuristics are already defining early pathways for most organisations around Data-Driven Marketing and Big-Data Opportunities, but far too many are sitting on the fence near the too-hard-basket on our scale. Those that don’t have a strategy in place to leverage the looming data dominance will be gambling their future on instincts.

Michael Simonetti
Posted by:

Post Reads: 10K

Share this
Lexi Cruz Said :
"Big data will change business, and business will change society. The hope, of course, is that the benefits will outweigh the drawbacks, but that is mostly a hope. The big-data world is still very new, and, as a society, we’re not very good at handling all the data that we can collect now. We also can’t foresee the future. Technology will continue to surprise us, just as it would an ancient man with an abacus looking upon an iPhone. What is certain is that more will not be more: It will be different."
Michael Simonetti Said :
"Thanks for the insights Lexi. I agree lots of change ahead with Big-Data, and we have a lot to work out in terms of handling massive amounts of data well."
Gopal BalakrishnaSwami Said :
"Great read, a must read. This will definitely help companies that resist change. Big Data is where the next boom is. This analysis of the author is very thoughtful and in-depth."
Michael B Said :
"Hi, I am a CEO. I went through this article. This is an interesting topic that you have added more insights upon. Surely Big Data will be part of a Big IT Revolution. We should be very excited to experience such changes happening before our eyes. Thanks for a good article."

Trusted by

Melbourne Heart
Fresh Cheese Company
SMH – The Sydney Morning Herald
Tomorrow Stars Basketball
Ego Pharmaceuticals
The Canberra Times
Etihad Stadium
Craft CMS
Federation Square
CAN- Common Wealth Bank
Royal Freemasons
National Relay Services
Marshall White
131 Pizza
Amino Active
White Suede
Aqium Gel
Brisbane Times
Plan It Sync It
McArthur Skincare
SunSense Digital Agency
CSquared Executive
Passage To India
High Street Armadale
Melbourne Sports and Aquatic Centre – MSAC
Victorian Government
Microsoft Certified Azure Fundamentals
Australian Anthill
Rock Pool Group
Switzer Media+Publishing
Adobe Professional
Castran Gilbert
Australian Government
GPT Group
Watches of Switzerland
Parker Lane
Macmillan Publishing
James Buyer Advocates
Cronos Australia
The Fortune Institute
National Museum of Australia
Cell Therapies
Loan Market
Engine Swim
Sports Power
Smart Company
Mamma Lucia
Melrose MCT
LBG Australia and New Zealand
Fairfax Media
Think & Grow Rich Inc
Bondi Sands
Engineers Without Borders
Mecca Brands
POSTER Magazine
Heat Holders
Tek Ocean
NMI Insurance
Melrose Health
Carlton Football Club
Street Kitchen
ISO Certified
Australian Physiotherapy Association
Matchbox Homewares
CB Richard Ellis
Acquia Certified Site Builder Drupal
Buy Aussie Now
Unsw Australia
Grays Ecommerce
Oakdale Meat Co
Bintani Australia
Federation University Australia
Vendor Advocacy Australia
Focus On Furniture
Instant RockStar
ADP Payroll
Bank of Cyprus
OMS – Order Management System
Van Egmond Group
Boston Consulting Group
DUSA, Deakin University Student Association
Wild Rhino Shoes
Celebrate Health
The Burger Cheese
Palace Cinemas
Passage Foods
The Age
Bulk Nutrients
Toy World
Arc One
Hairhouse Warehouse
SwinBurne University of Technology
One Shift
Australian Organic Food CO
Associated Press
Magento Solution Specialist
Florsheim Shoes
Peter Mac
DeeWhy Market
Viktoria & Woods
QV Skincare
Moov Head Lice
Grow Your Business
Ubertas Group
Catholic Insurance
The University Of Melbourne
Positive Poster
Madman Entertainment
Natralus Australia
RMIT University
Green St Juice CO
Sunday Creek
Dinosaur Designs
Arthur Galan
Melbourne Central
21st Century Australia Party
Atlantic Group of Companies
Dial Before You Dig


I wanted to thank you and your teams for the responsiveness and quality of the work you have done for the french version of the site. We had a very good feedback on the quality of the site from our French network. Vincent Berlinet

More Testimonials