How data-driven marketing is changing: challenges for the immediate future
Posted: Tue Jan 07, 2025 5:46 am
Marketers must evaluate data while taking into account both the rational and emotional aspects that determine consumer choices, to ensure that they are properly balanced within campaigns. In this sense, data analysis constitutes a sort of objective counterpart to a decision-making process that must also take into account consumer psychology (by definition never fully knowable), in order to be able to develop content that is able to resonate with the public.
Between March and August 2020, one in five consumers switched brands argentina whatsapp resource and seven in ten consumers experimented with new digital purchasing channels (source: McKinsey ).
Digitalization in retail has accelerated dramatically: a leap forward of ten years in a matter of months. As a result, the flow of data has grown exponentially and brands have found themselves faced not so much with the need to equip themselves with data -driven marketing tools and methodologies – an approach whose usefulness is now fully recognized – but with the need to update a data model that has become obsolete and no longer seems able to capture changes with the necessary granularity and speed.
Between March and August 2020, one in five consumers switched brands argentina whatsapp resource and seven in ten consumers experimented with new digital purchasing channels (source: McKinsey ).
Digitalization in retail has accelerated dramatically: a leap forward of ten years in a matter of months. As a result, the flow of data has grown exponentially and brands have found themselves faced not so much with the need to equip themselves with data -driven marketing tools and methodologies – an approach whose usefulness is now fully recognized – but with the need to update a data model that has become obsolete and no longer seems able to capture changes with the necessary granularity and speed.