{"id":1579,"date":"2022-11-08T01:33:54","date_gmt":"2022-11-07T17:33:54","guid":{"rendered":"https:\/\/digitspark.co\/blog\/entering-digital-marketing-how-to-select-data-for-my-marketing-goal\/"},"modified":"2025-12-16T03:03:33","modified_gmt":"2025-12-15T19:03:33","slug":"entering-digital-marketing-how-to-select-data-for-my-marketing-goal","status":"publish","type":"blog","link":"https:\/\/digitspark.co\/en\/blog\/entering-digital-marketing-how-to-select-data-for-my-marketing-goal\/","title":{"rendered":"Understanding Data Marketing: How to Select the Right Data to Achieve Marketing Goals"},"content":{"rendered":"

The essence of data marketing lies in understanding and analyzing data.<\/span><\/p>\n

In the era of big data, companies and brands that have undergone digital transformation are now moving towards the next step of ”\u00a0<\/span>data transformation<\/span><\/strong>\u00a0.” Data marketing is just one application of data transformation, and it can provide a wealth of reference materials and indicators for various marketing strategies such as developing new business opportunities, planning events, and increasing brand awareness.<\/span><\/p>\n

Data generates meaning through a combination of subjective selection, objective data, and human analysis.<\/span><\/h2>\n

The data itself is objective numbers, but\u00a0<\/span>“what data to collect” is a matter of human choice<\/span><\/strong>\u00a0. Numbers or indicators have different meanings depending on the perspective from which they are viewed.<\/span><\/p>\n

When a brand sets a new marketing goal, such as “[planning e-commerce activities for the whole year]”, we can start by breaking down this big goal into many\u00a0<\/span>smaller objectives<\/span><\/strong>\u00a0by asking questions such as: How many events will be held? What will be the scale of the events? What might the content include? What are the expected sales results?\u00a0<\/span>By dissecting the goal and focusing on the questions again and again, the brand can gradually figure out “what data I need to collect” for effective data marketing<\/span><\/strong>\u00a0.<\/span><\/p>\n

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Don’t expect that “having one type of data is enough!” Marketing plans require the support of multiple data sources.<\/span><\/h3>\n

Achieving data-driven marketing requires analyzing multiple sources of data from various sources, cross-referencing causal relationships, and other relevant information to help brands formulate marketing strategies. Below are some examples of commonly used data:<\/p>\n

1. Brand Data: Historical Review<\/span><\/h2>\n

Taking this “planning next year’s e-commerce activities” as an example, to analyze how to plan a project for the entire year, it’s crucial to first\u00a0<\/span>review<\/span><\/strong>\u00a0the brand’s past sales performance on an annual basis, rather than just looking at the effectiveness of each individual event. First,\u00a0<\/span>understand the brand’s historical sales model and select potentially useful metrics for detailed analysis<\/span><\/strong>\u00a0; for example: the timeliness and frequency of member discount activities, and how to combine them to maximize cost-effectiveness? What are the differences in how different shopping festivals stimulate various products? How long does it typically take for a new product to launch and achieve stable sales? What are the sales fluctuations of various products during different periods? …and so on.<\/span><\/p>\n

Judging solely from last year’s figures and concluding that “Product A was a hot seller and sold out last year, so we need to increase production this year!” is too hasty. It fails to consider whether “something special happened last year that caused Product A to sell out, and whether the same situation will occur this year.” Brands conducting historical research should\u00a0<\/span>obtain data from at least three years<\/span><\/strong>\u00a0for a more objective perspective. For newly established brands, in addition to observing the strategies of similar competitors and proactively exploring various marketing possibilities to accumulate experience and data during the initial startup phase, they can also consult\u00a0<\/span>professional marketing consultants who guide brand growth. These consultants<\/span><\/a>\u00a0can provide practical experience and effective advice based on the brand’s industry characteristics, service offerings, and product content.<\/span><\/p>\n

First-hand data on data marketing: on-site observation<\/span><\/h2>\n

In marketing, whose thoughts are most important? Consumers, of course. Businesses research market trends and analyze sales to\u00a0<\/span>better understand consumers<\/span><\/strong>\u00a0.\u00a0<\/span>The most indicative data comes from the direct sales experience of physical store staff and online sales order and customer service records. This data<\/span><\/strong>\u00a0reflects consumer feedback on the product itself, brand service processes (online and physical), and sales strategies (promotional activities, etc.) in both individual sales and long-term accumulated sales performance.<\/span><\/p>\n

Besides “performance”, what other data can be collected and observed on the sales side?<\/span><\/h3>\n