Investment and measurement in Digital Marketing

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Looking at data in the digital landscape is like looking at a map that tells you which paths make the most sense. This doesn't leave creativity or feeling aside, it just materializes the results of that intuition.

Remembering that this article is the third part of a series on Why only 1% of companies make a profit with Digital Marketing .

Today I'm going to talk to you about the second dimension of digital transformation: data and technology. Pay close attention to this text, because Brazil is at a very early stage when it comes to data analysis.

According to McKinsey's research, 58% of national companies are still at the initial stage . This means that most companies do not feed their decision-making with assertive data or through the automation of data collection.

Here are some growth levers when it comes to data and technology:

Lever 1 – Data Usage
Here, the ideal level is formed by companies that have an integrated data center through the CDP (customer data platform) , with real-time access to this information. At the other end of the spectrum are companies that do not even use data to segment their campaigns and the data, when it exists, is centralized in the Marketing area, preventing the integration of this information for even more assertive decision-making.

Lever 2 – Use of technology
When we talk about the use of technology, we are not considering the issue of electronic equipment, but rather software that can automate some activities or stages latvia whatsapp number database of Marketing , in addition to integrating the area with other areas of the company. When I mention these points here, it seems that the level of technological adoption has to be absurd, but in fact, there are so many tools on the market that can solve these issues for your business. You just need to focus and structure the best setup.

Lever 3 – Integration with the IT area
This point here shows how much Marketing has been evolving and developing. Teams with a high level of performance have technical know-how or integration with development areas to implement solutions that improve the user experience. Companies that do not have this level of knowledge, on the other hand, depend on development areas for simple implementations of tags or pixels.

Data is the direction for you who believe in the power of digital for your business, but what about you who have a flood of data but don't know where to start?

Read our text on how to work with investments and measurement in Digital Marketing .