Marketing data management is the process of collecting, organizing, analyzing, and applying data to your business strategies. It involves taking a systematic approach to your data and using the appropriate tools to achieve business results.

If you’ve ever wondered how to better understand the analytics information you receive from various platforms, marketing data management is the solution.

Why is marketing data management necessary?

With advances in technology creating a more digitized space for interacting with your customers, you receive ample data. However, none of that data means anything if you can’t organize, understand, and apply it to your business decisions.

When you employ a robust marketing data management strategy, you allow yourself to take advantage of the many benefits data brings to your business, including:

Understanding your target customer

Dividing your overall market into actionable customer segments and personas requires data. After all, how else would you determine which segmentation characteristics make the most sense for your audience?

You need a comprehensive understanding of your audience to know the similarities and differences between them and how those comparisons will affect your marketing strategy.

Once you’ve created your personas, data allows you to dig deep into who they are and their pain points. This data will help you craft a targeted and effective marketing strategy for each customer segment.