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5 Data-Driven Marketing Examples That Demonstrate the Power of Data

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Over 64% of marketing executives strongly believe that data-driven marketing is the most important digital marketing route to follow towards success.

With substantial figures like that, it’s hard to deny the importance of data-driven marketing within the world of marketing. From behavioral targeting to automatic product pairing and customer personality analysis, there are many ways to use data effectively.

In this article, we’ll take a look at some of the best data-driven marketing examples from around the internet. 

By incorporating data into their campaigns, these companies transformed the way they do business. From better advertisements to personalized web pages, these brands will showcase a masterclass of data-driven marketing examples.

If you’re looking to boost your revenue, increase your customer retention, and skyrocket your customer lifetime value, then consider incorporating a data-driven marketing approach using a tool like Verfacto into your own business.

1. DirecTV and USPS Television Plan Acquisition Strategy

DirectTV makes its money by selling TV plans to customers. When they analyzed the customers most likely to subscribe to a plan, they realized that customers who just moved into a new home were by far the most likely. 

While only 20% of daily users would consider changing their TV plan, that number moved up to 60% once someone had just moved. With the location change came a desire to change other aspects of their home life.

By working this out, DirecTV then struck up a partnership with USPS. With over 36 million address changes being filed to USPS in 2020, this company has more data about people moving than any other in America.

This partnership allowed DirecTV to then run a lead generation campaign targeting people that had just moved. Considering the higher percentage of users willing to make a change in their TV license, this significantly boosted DirecTV’s customer uptake and increased their overall revenue.

Anyone from this newly moved user segment would receive a different homepage noting an excellent deal for this customer profile. This personalization pulled these new users in, and increased conversions even further.

By using data efficiently, they were able to use data-driven behavioral targeting to transform the success of their business. 

2. Very’s Geolocation Weather Data for Home Page Clothing Store Customization

Geolocation is the practice of discerning where a customer is using your site from which GPS location your connection pings from. While geolocation is important for site mechanics like using the correct language and putting prices in the right currency, the UK-based site Very took this one step further.

This clothing store would use geolocation data on their customers to work out the current climate outside their homes. Then, depending on the weather, they would customize the homepage.

If it was cold, a message telling users to “Wrap up out there” would then link directly to the latest coats on the store. Similarly, if it was hot outside, lighter summer clothing like tank tops would be recommended.

This level of personalization is a fantastic way to connect with your audience and make them feel accommodated for. 

In fact, a study by Marketing Drive revealed that 71% of customers prefer personalized ads. This extends into personalized homepages that data-driven marketing can produce.

3. GrubHub’s Correlation Between Food and Political Ideologies

An ingenious use of data by GrubHub saw this company launch a politically orientated campaign. They built up an unusual user segment by collecting data about their customers’ political orientations and food habits simultaneously.

Did you know that eating a hamburger makes you more likely to vote Republican?

By analyzing the link between political ideology and food habits, they then offered certain users specific foods based on previous customer behavior. For example, people that voted Republican were more likely to enjoy a hamburger over a veggie burger. If you want to take a reproduction of this data set, you can find the Time’s summary here.

Of the 175 most popular items purchased on GrubHub, 75% had a significant political correlation. 

By connecting users to foods they were statistically more likely to enjoy, they boosted their revenues and decreased complaints. 

Who knew food and politics could go so well together?

4. OkCupid Using Their Data to Create Content

With over 50 million current users in 2021, the dating app OkCupid has an enormous pool of data to draw from. Alongside using data to recommend compatible users, OkCupid has also leveraged their data into fascinating content. 

Every single month, OkCupid publishes its ‘Dating Data Centre’ article. This collates user data into intriguing statistics about the platform. While this doesn’t directly affect the quality or sales of the product, these publications attract customers.

Gen Z are 2X more likely to nervously pace the room while on the first phone call with someone they’re dating instead of being relaxed on the couch.

OkCupid

By putting out content about dating and using their own statistics as evidence, OkCupid amplifies their brand voice and moves up the Google Rankings. Not only does this data-based content strategy bring them more traffic, but it even demonstrates the efficiency of OkCupid as a match-making app, further incentivizing people to download. 

The call to action of ‘Download OkCupid’ at the end of each of these widely-read posts cements this data-driven acquisitions strategy.  

5. Olay #KillerSkin Data-driven Advertising Campaign

When you think of skincare, the first thing that comes to mind probably isn’t horror movies. It’s certainly not a topic that would come up in any marketing pitch room.

However, by analyzing customer data before the 2019 Superbowl, Olay realized that one of the most extensive communal interests outside skincare for users of their brand was ‘Horror Movies.’

Due to this strange connection, they created their Superbowl ad specifically around this theme. Analyzing customer data gave them an insight into their customer base that otherwise would not have been understood.

Olay turned the knowledge of their customers into successful ads.

The advertising campaign #KillerSkin was incredibly popular, generating tens of millions of views. The hit video went viral on multiple platforms and generated a vast amount of buzz around the company. 

Not bad for a little data analysis!

Final Thoughts

Data analysis and data-driven marketing are fantastic ways of engaging your audience and boosting your revenue. 

By using historical behavioral trends, data can give you an insight into how people will react to your marketing before you even lift a finger. This article has compiled five ingenious data-driven marketing examples.

If you want to get started with your own data-driven marketing, then why not sign up for the Verfacto one-month free trial. If you’re anything like these brands, you won’t regret it!

And if you want to learn more about the topic, check out our article with the best data-driven marketing trends for this year!

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