5 Inspiring Examples of Data Intelligence Marketing in Action

How you can use data to enhance your marketing strategy


Data analytics and marketing make a perfect match-but many businesses aren't merging the two disciplines.

While plastic banner ads and one-size-fits-all messaging were once the order of the day, in our hyper-connected modern age, consumers command far more when it comes to investing in a brand or a business.

Niche, product, or industry aside, to connect with your target audience on a personal level, inspire customer loyalty, and accelerate your commercial growth, taking a data-driven approach to your marketing campaigns is vital.

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Did you know? Data-driven marketing is proven to increase return on investment (ROI), with campaigns led by insight-based personalization reporting a five to eight times higher ROI for their campaign investment.

By refining your marketing campaigns and communications with analytic reporting, you will not only create more impact with your content but also meet your target audience's needs head-on at exactly the right time in their journey.

To inspire your analytic reporting and data-driven marketing efforts, here are five campaign examples you need to know about.

LinkedIn: In It Together

https://youtu.be/VS4sNlXPsB0

As somewhat of a pioneering data-driven marketing campaign, In It Together from LinkedIn offers a masterclass in utilizing consumer data to deliver something valuable, powerful, and emotionally-charged.

The social networking platform's aim here was to use analytic reporting to shed its exclusive, "white collar" brand image and connect with a broader audience of professionals.

For maximum promotional impact, the brand used analytical dashboard tools and concepts to identify the locations, channels, and marketing mediums that were likely to offer the best ROI. Armed with this information, LinkedIn ran its campaign through a series of television adverts, creative YouTube videos, targeted social media posts, and a relevant collection of blog posts.

This melting pot of personalized and dynamic content was aimed at four core markets (based on concrete data-driven discoveries): Atlanta, San Francisco, Philadelphia, and Los Angeles. The campaign's centerpiece was a black and white documentary-like piece of video content that hones in on the professional lives of inspirational everyday people (as well as a selection of cult legends), shining a light on what they do best.

The campaign's accessible and inspirational content delivered on its promises: showcasing the value of LinkedIn to a more eclectic mix of everyday experts and professionals while breathing a new lease of life into the platform.

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Guinness

https://youtu.be/GWVW5p62sO8

Another excellent example of analytic reporting and creative thinking comes from the Irish drinks colossus, Guinness.

During the peak of the pandemic (when masses of the world's population were living in lockdown), Guinness took a data-driven approach to its St Patrick's Day marketing to understand the type of messaging and brand tone that would resonate most with its audience in uncertain times.

Armed with analytical insights, the brand decided to adopt a cheerful, optimistic tone while taking a creative approach to user-generated content (UGC). To create a tangible connection with consumers, Guinness ran a creative competition asking marketers or designers to come up with a concept for the ad based on its brand tone and direction.

The end result hit the promotional nail on the head. Original, timely, and delivered in the perfect tone, the campaign's main advert created a real sense of community in times of great isolation, earning the brand notable sales in both the UK and US. e to control a potentially devastating situation as efficiently and safely as possible.

Fitbit: What's Strong With You?


https://youtu.be/17Nu1RixPHU

As a fitness tech brand that connects its users with data-centric devices to track daily health, sleep, and activity metrics, it makes sense that Fitbit uses analytical dashboard reporting to drive many of its marketing campaigns.

After conducting extensive market research and utilizing relevant BI to understand the needs of particular audience groups or segments, Fitbit gained a solid understanding of how to shape a campaign that flips the antiquated notion of strength on its head.





What's Strong With You? is a forward-thinking marketing campaign that uses audience data and research insights collected from various touchpoints (particularly social media) to deliver an initiative that celebrates inner strength.

By speaking to a broad yet focused mix of demographics (rather than accomplished athletes and the physically strong alone) that would potentially use Fitbit technology to complement their existing lifestyles (or adopt new healthy habits), this hard-hitting initiative earned a healthy level of engagement across channels.

With powerful video messaging and a mix of user-driven Fitbit Stories, the brand shared its content across its most subscribed social media channels, using data to publish posts at the times when people would most likely engage. This data-driven marketing triumph contributed to the brand's ongoing success.

GrubHub: political profiling campaign



https://youtu.be/1C1ttvQLU4A

As you can see from the video above, trendy delivery app service Grubhub injects a healthy dose of personality and personalization into its marketing campaigns-and this is no accident.

Through analytic reporting and data-driven marketing, the brand has the tools to match its content to appeal to specific consumer preferences and demographics-a real driver of the brands growth in a crowded market.

One data-driven marketing campaign that stands out is GrubHub's politically-driven campaign partnerships. Collecting and curating droves of valuable data about the ordering and eating habits of its users, the platform reached out to online political publications to produce completely leftfield native content ads.

Essentially, GrubHub shared segments of its data with political publications to shed light on food preferences based on political leanings. By taking this "Republican versus Democrat" data and fostering an enlightening narrative around it, GrubHub created native ads that sat seamlessly on certain political platforms, sparking plenty of brand engagement in the process.

One of GrubHubs politically charged native ads even featured an interactive "What would you rather eat?" survey to collect further insights to encourage prospective platform users to click through and interact. This original data-driven marketing campaign earned GrubHub a healthy return on investment.

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Olay: #KillerSkin

https://youtu.be/tBX7xKzwklA

Leading skincare brand Olay injected a little analytic report and data-driven flair into its 2019 Super Bowl marketing campaign, earning a solid ROI in the process.

Super Bowl ads cost millions of dollars in placement, so there's little room for error when it comes to conjuring up impactful, head-turning ideas. Taking zero chances, Olay utilized the power of BI tools and techniques to discover its audience's main interests other than skincare.

Analyzing insights from various sources and carefully curating its most valuable data, the brand's marketing team discovered that Olay fanatics also love love football and horror movies (welcome news, considering the ad was to be featured during the Super Bowl).




To really spark a connection, Olay decided to go in an edgy horror direction, recruiting none other than Sarah Michelle Gellar-everyone's favorite vampire slayer.

Olay fortified this splash of data-driven marketing genius with the social media hashtag #killerskin to expand the campaign's reach and gain traction. Letting data take the lead and allowing the creativity to follow made this one of the year's standout Super Bowl campaigns, with millions of engagements and a significant spike in brand awareness.

Data-driven marketing: Connecting the dots

To adopt a sustainable culture of analytic reporting and strategy when it comes to developing marketing communications that matter, working with the right tools is essential.

Working with cutting-edge BI tools and analysis solutions will empower you to curate and visualize your most vital marketing metrics in one centralized location. Not only will accessing your data in a visual format help improve your decision-making, but it will also allow you to interact with your insights and develop targeted campaign strategies that make a genuine impact.

As you can see from our marketing leads dashboard, it's possible to gain swift access to invaluable information and trend data based on noteworthy leads across various channels or touchpoints (including social media, search engines, and referrals). You can also view conversion rates and interest according to geographical location.

With this melting pot of powerful marketing data at your fingertips, you can develop creative campaigns aimed at specific locales using local trends and language to shape the direction of your communications while investing in the channels or touchpoints that are likely to yield the best return on investment.

"Information is the oil of the 21st century, and analytics is the combustion engine."-Peter Sondergaard

Data is all around us. By investing in the BI tools to bring your most priceless consumer insights to life, you will gain the power to develop data-driven marketing campaigns that touch your audience on a personal level. And when you do that, you will see your business growth accelerate faster than you ever thought possible.

We wish you the best of luck in your data-driven marketing adventures. For more insights into the power of BI tools, read everything you need to know about modern dashboard software.