2. Create more relevant copy and content

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For example: marketers can see if and to what extent ads and campaigns attract potential customers. They are then able to make the most appropriate decisions to optimize spending (for example, by acting on awareness or by mobilizing to obtain a higher number of conversions). In other words: thanks to data-driven marketing, companies are more likely to correctly allocate the budget by observing in real time which initiatives are able to "move" potential customers and existing customers along the purchase funnel.

Even today there seem to be obstacles to aligning creativity with target audience expectations:

Blog content has increased by 800% in the last few years , but social sharing argentina whatsapp resource has decreased by nearly 90%. It seems there is a disconnect between what brands communicate and what users want to read, listen to, watch (source: Marketing Platform).
74 % of consumers are annoyed by brand ads that they perceive as irrelevant and invasive (source: Adverity).
Providing the right content at the right time , intercepting personal interests and correctly declining the message with respect to the different media and channels , is essential to get in touch with consumers and create value for each of them. From this point of view, data-driven marketing offers the most effective solutions to create relevant copy and content: it immediately presents detailed information on the creativity with which the target audience prefers to interact (type of content, distribution channels, methods of use).

3. Improved decision making process
According to the opinion of 2 out of 3 marketers, adopting a marketing approach based on data rather than on instinct or a generic talent allows for more informed decisions (source: Adverity). Data analysis therefore allows for a choice to be made starting from the observation of real-world use cases rather than relying on theoretical elements. This, however, is only part of the story: the human element – ​​experience, insight (the “instinct” we could say), knowledge of the context, empathy – continues to be fundamental even in the case of a data-driven approach . The consumer's purchasing decision is in fact very often influenced, if not actually guided, by emotional considerations.