What is Data Marketing and how can it generate more results? Observe the audience that needs your service, because “Consumers are in control. They demand real-time, relevant, and personalized responses, available when, where, and how they want them.” (ARTHUR, 2013, p. 19). The world has changed, and so have business operations. Faced with a range of cutting-edge technological resources, the current corporate landscape relies on digital technology as an important ally for organizing data, and Data Marketing is part of this movement. Responsible for generating better results for businesses, especially marketing and sales, Data Marketing enables the cross-referencing of information from a wide variety of sources (customers, competitors, external data, transactional information, and suppliers, for example). The importance of data for marketing and sales generation Fundamental to contemporary organizations, data analysis enables the automation of information collection and processing processes. This contributes to improving both the synergy of marketing and sales teams and the customer experience. Data Marketing analyzes relevant data about customers and prospects to understand the consumer journey, their purchasing moment, and their relationship with the company. It also helps make smarter decisions without putting the business at risk. There are four main types of analysis that can be used: descriptive, diagnostic, prescriptive, and predictive. Descriptive, as the name suggests, seeks to describe data observed in real time, focusing on the present. Descriptive analyses investigate what may be behind actions or events. Achieving goals and the best actions and practices to achieve them are the focus of predictive analysis. Finally, predictive analytics focuses on future prospects, with predictions about scenarios that may impact the company and consumer habits in different ways. What is Data Driven in Marketing? Data-Driven Marketing, or simply Data Marketing, refers to the data collected by a company from interactions with customers and/or third parties. This set of information makes it much easier to identify consumer preferences, motivations, and behaviors. This strategy allows organizations to have a complete view of their target audiences. This means strengthening ties and continually improving people’s experience. Furthermore, data-driven marketing can also guide media purchases, contribute to actions that improve the return on investment (ROI) of the channels used by companies, and enhance product development. The core vision of Data Marketing is based on pillars such as analysis, automation, and measurement. Clearly defining objectives, making processes easier, faster, and more efficient, and continuously monitoring the goals to be achieved are all crucial. How to use data to engage customers? To truly achieve success, it’s essential to be present at the important moments in your customers’ lives, and this is achieved by understanding their current stage of life. The arrival of a child, for example, generates changes in a family’s consumption patterns. There are many transformations: preparing for the baby’s birth, changes in consumption habits, such as purchasing diapers and food for the child, the need to buy a larger car, new appliances, and so on. It’s possible to be assertive with efficient and effective marketing communication, by paying close attention to results and continuously improving processes.One of the pillars of the strategy is the relationship. Creating and cultivating it only increases the sense of belonging among customers, who feel increasingly closer to the company. Today, consumers are increasingly looking for companies to understand their essence, their current moment in life, and to talk about what truly interests them. Different marketing platforms allow businesses to discover which channels their audiences are most present on. This allows them to reach out, presenting, right from the first conversation, offers that align with their needs. Understanding that the market is constantly evolving is also essential when it comes to Data Marketing. Visualizing results in a 360-degree perspective, seeking to continuously improve them, and changing strategies is completely natural today. When adopted correctly, this approach brings a series of advantages to businesses. Based on concrete information, the chances of errors are minimized, and communication becomes more contextual and precise, which is essential for consumer evaluations of organizations, for example. “Treating them differently, understanding each person’s current stage of life, where they live, and the peculiarities of the regions where they live are very important points in this process” (WWW.NEUROTECH.COM, 2023, Web Site) How is Big Data applied to marketing? Big Data has become relevant due to the large volume of data accumulated by companies over several years. This information is often collected based on consumer behavior at different stages of their purchasing journeys. The tool is an excellent ally for generating relevant insights for businesses. After all, the principle of Big Data lies in the volume of data collected. “The more data a company has about something or someone, the more reliable the analyses it can extract from it” – Arthur Padilha. Faced with these large masses of data, it is necessary to use computing resources from Artificial Intelligence and Machine Learning to process them and generate relevant learnings for the business. The improvement guaranteed by this resource allows for better decision-making which can make all the difference in increasing revenue, reducing costs, and growing operations. Equipped with these tools, organizations easily understand how to engage with their leads and customers at every stage of the journey. Gathering information also increases consumer engagement with the brand, enhances inbound and outbound marketing strategies, and improves pricing, among other benefits. When applied to marketing, the potential results are enormous! What is the role of LGPD in Data Marketing? In force since September 2020, the General Data Protection Law (LGPD) regulates the processing of customer and other user data by Brazilian companies. The law in Brazil can be found on the official government website, click below to see: