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4 Reasons Why Modern Marketing = Data Science

Article • May 4, 2023 • Written by: Diane Keng

In recent years, digital marketing has undergone a significant transformation. Traditional marketing methods, such as billboards, printed ads, and television commercials, have become less effective, and every brand, no matter how old or new, is using digital channels to reach its target audience.

Digital marketing is about understanding customer behavior, preferences, and trends. To do this, marketers need to analyze and interpret data from various sources, including social media, website analytics, and other first-party data sources. This data is then used to create marketing strategies that target specific audiences, improve customer experiences, and increase conversions.

How is data science used in digital marketing?

At its core, digital marketing is a subset of data science. It involves using data science techniques to analyze customer behavior and create more effective marketing strategies. Here are some examples of how data science is used in modern digital marketing:

  1. Customer segmentation: By analyzing customer data, marketers can segment customers into different groups based on their behavior, contextual preferences, psychographic values, and more. This allows them to create targeted campaigns that are more likely to resonate with each group.

  2. Predictive analytics: Predictive analytics is a data science technique that involves using historical data to make predictions about future behavior. In digital marketing, this can be used to predict which customers are most likely to make a purchase, which products are most likely to sell, and which campaigns are most likely to be successful.

  3. A/B Testing: A/B testing is a data science technique that involves testing two versions of a marketing campaign to see which one performs better. By analyzing the data from these tests, marketers can make data-driven decisions about which campaigns to run in the future.

  4. Personalization: By analyzing customer data, marketers can create personalized experiences that are tailored to each customer's preferences and behavior. This can lead to higher engagement, increased loyalty, and higher conversion rates.

How to become a leader in data-driven digital marketing:

Marketing leaders are more likely than their slower growth counterparts to recognize the importance of AI and advanced analytics in digital marketing: leaders are 1.7x more likely to agree that the adoption of machine learning and automation improves targeting, spend optimization, and personalization, and 53% more likely to think machine learning assists marketing teams in evaluating data to understand consumer intent.

Leaders in digital marketing leverage AI tools to instantaneously act on collected data to optimize the consumer experience. Rather than replacing entire marketing teams with data scientists, brands can empower their marketers with a tool that is suited for the rapid consumption and analysis of consumer data.

Modern digital marketing is equivalent to data science because it relies heavily on data-driven decisions and insights. As the digital marketing landscape continues to evolve, it is essential for marketers to continue developing their data science skills to stay ahead of the curve.

Ready to transform your digital personalization with incredible speed?

Diane Keng

CEO & Co-Founder @ Breinify
Forbes 30 Under 30 for Enterprise Technology