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Data Science in Marketing: A Complete Guide with Examples
Published
12th Oct, 2023
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In recent times, data has been one of the main driving forces behind running a successful business. Many sources like web databases and social media provide an incomprehensible amount of big data to choose from. If this large amount of data can be processed and analyzed properly, it can be a goldmine for marketers. This processed data can give them great insights into their target customers and thus become a tool in their business venture.
Data science for marketing has emerged, therefore as a powerful concept. If you want to become a part of it, you can choose from one of the best Data Science courses online and learn about data science and marketing in greater detail. After that, you can also get a marketing data scientist job of your choosing. In this article, we will talk in greater detail about what data science in digital marketing means and also some of the best ways to use data science in marketing. If you want to learn more about this topic, continue reading to the end.
Source: Medium.com
What is Data Science in Marketing?
You probably know what data science means. It is a process that involves studying and analyzing a huge amount of data by using modern tools. It collects and arranges data in a way that is more sophisticated and straightforward. In a business, data science is used to identify the influences that may have direct or indirect effects on your business operation and revenue.
Since it is such an important factor in running a business, it is no surprise that data science and digital marketing also go hand in hand. Since data analytics and data science can predict market trends and, in general, make practical future predictions about how the business will succeed in the upcoming times, you can use them to make marketing strategies that will work for the business. If you want to learn more about data science for marketing analytics, then you can join some of the best Bootcamps for Data Science.
Why Does Data Science for Marketing Matter in 2023?
The general e-commerce business customers in 2023 seem to value faster service and personalization. And like always, marketers have to fight with competitors to grab the attention of their target customers if they want to be successful in the field of business. And that is why they need data science in sales and marketing.
In the last decade or so, technology has come very far, especially in the field of data science. With the huge amount of data in the palm of our hands, it is only natural for it to be used for marketing strategies. In 2023, businesses do not need many data analysts and data scientists to generate information about their target audience. With the abundance of automation and machine learning algorithms, it takes a very short time to analyze a large amount of data.
Applying data analytics in marketing is no longer a futuristic dream. Many big companies are already using these tools to generate more sales. If businesses do not start taking advantage of this opportunity now, they will be left far behind their competitors who do so. Data science can help businesses understand the needs and demands of their customers much better and also help them attract more customers with great marketing strategies. In 2023, using data science in marketing has become a necessity.
How can Data Science Help Marketers?
In a business, any area that has relevant data about it can be helped by data science and data analytics. If someone wants to improve their business, then not only do they have to apply data science to marketing but the other areas of their business as well. We already talked about how when data science is applied to marketing, it greatly improves. It can also help businesses figure out which shipping model will be the best for them, whether overtime helps their revenue, and much more depending on the available data. Learning to use data science in marketing is important, but it can be used for much more than just marketing.
Data Science Mechanisms for Marketing
Here are some of the important data science mechanisms that can be used in marketing. This can make you understand how data science helps marketing.
1. Data Visualization
This is a very valuable data science tool in the marketing process. It attracts attention and helps marketers change their actions according to customer behavior. Data visualization can tell marketers about the type of customers that live in or frequent the store’s neighborhood. Based on that, they can use different marketing strategies to attract more customers.
2. Automation of Customer Support
Automating customer support has not only been a success but has also cut down the costs of manual customer support. But to help these automated bots interact with the customers naturally and as accurately as possible, data scientists have gathered all the available data into those bots. Most of the routine processes can be automated through bots.
3. Regression Analysis
This is a very useful tool in marketing that helps make more accurate predictions. It is not just about analyzing past behavior to predict the future. It also analyzes a specific behavior of your customer and predicts what they are likely to buy next and advertise it to them. For example, if someone buys detergent online, after a specific period of time, they will get ads that offer the same product at a personal discount as the previous one is almost finished. When someone buys a phone, they get ads about chargers, phone cases, and other accessories. This is advertising data science based on regression analysis.
12 Practical Ways in which Data Science can be Used in Marketing
If you want to have a more detailed view of data science marketing use cases, then here are some of the most practical ways in which you can use data science in marketing:
1. Optimizing Marketing Budget
Marketing budgets are usually pretty strict. But achieving the most ROI from a small budget can be tricky. But data science can make a spending model based on the data they acquire that makes sure that all of the budgets are utilized till the last penny. The strategy will make sure that the budget gets evenly spread throughout channels, locations, and campaigns.
2. Matching Customers with the Right Strategies
Generic marketing techniques take up much of the budget and might not always be useful in the long run. With the help of data science, marketers can identify the demographics and locations that provide them with the most ROI and design their campaigns accordingly. It can also help them identify the highest-value customers and make sure they get more discounts and cashback, which will drive them to buy from the company more.
3. Customer Profiling
Customer profiling is a really important process in marketing where data science can help. It can help them make the customer experience more holistic and personalized, which will earn them more loyal customers.
4. Communication with Customers
Data science can help marketers understand which customers are more receptive through which channels. Some are more active over SMS while some respond to email ads more. Identifying this will make them able to target the customer through the most active channel. Communication is also important when it comes to customer service. Even if the process is automated, data scientists can help the bot be more accurate and responsive.
5. Social Media Marketing
Social media marketing is a huge part of any marketing campaign because most people who have a smartphone engage in social media. The ads and campaigns over different social media platforms can make data scientists understand the success of each campaign and they can design their future ads accordingly.
6. Email Campaigns
If a company uses email campaigning, data science can help them understand which emails get the most engagement, at what time a particular customer is most likely to engage with their email, what kind of email content resonates the most with the customer, and much more. Then the email campaigns can become even more fruitful.
7. Predictive Analytics
Even small and medium-sized businesses now have a lot of data available to them to come up with good predictive strategies. This data is analyzed through machine learning algorithms that can predict the course of the market with high accuracy. Based on that, the marketing team can change their tactics to match.
8. Lead Scoring
Lead scoring is the process of identifying the customers who have the highest probability of buying products and making sure to target them at the right time. It considers their likes, shares, web page activities, purchase history, responsiveness, etc. to identify when they are most likely to buy products and send them specific ads and discounts at the moment.
9. Sentiment Analysis
Sentiment analysis is a part of data analysis that ensures that your marketing strategy has empathy to reel people in. This type of analysis makes sure that their reactions to certain posts and ads are monitored and helps you understand what type of content the customer engages with the most. It takes into account various comments, reactions, reviews, etc.
10. Optimizing Channels
Marketers use a lot of different channels for different purposes. Data Science can help them identify the right channels which bring around the most ROI. That way, they can focus on optimizing the other channels and improve the good ones even more.
11. Product Development
Data science helps marketers and businesses identify what types of products get the most revenue and positive customer feedback for the company. This helps them focus on more accurate product development according to the demographics.
12. Real-Time Insights
With the help of amazing communicative tools, businesses can interact with customers in real time and understand their needs better. Data analysis can help you identify the perfect customers for your products and send the ads to them accurately.
Examples of How Some Leading Brands Incorporated Data Science into Their Marketing Mix
As we mentioned earlier in the article, many leading companies in the world have already adopted the process of digital marketing with data science. They have all been a huge success as you will get to know from this list. These are some really good data science advertising examples that can help businesses get a better idea. Here are a few companies that have incorporated data science online marketing in their business strategy:
1. Facebook
Facebook uses a multi-faceted data science method in its marketing strategies. They have their own marketing strategies across various other platforms. But they have also been providing insights and marketing tools to the many businesses that use their platform to advertise. These clients are vital to Facebook, and that is why they have ML models that can measure how effective the marketing campaigns of these business owners are and how they can be improved. Their team develops more insights and tools to serve their clients better and in turn, bring in more revenue to the company.
2. Spotify
Spotify is home to a tremendous amount of music from all over the world that can be fairly hard to trade through when someone is trying to find new music that suits their taste. The process of finding good music manually can be tedious. That is why Spotify has some really good algorithms set up in their app that suggest new music to the listener based on their listening habits and other people who have similar music tastes. They have automatically generated playlists for songs as well as podcasts that will interest people. Listeners can even keep track of new releases and top charts each week.
3. Netflix
Similar to Spotify, Netflix is also a streaming platform, but for movies and web series. They are a tremendously successful platform not only because of their content but how they are presented and marketed. They have personalized recommendations based on each user’s viewing habits and those who have similar tastes. This makes millions of people come back to their platform for more.
4. Google
A lot of small, medium and large businesses use Google as a marketing platform. The smaller businesses might not be able to hire a professional data scientist and instead depend on Google to provide them with the services. Google makes sure data analytics is simple to understand for their customers. They provide business owners with tools that help them create enthralling marketing campaigns. On the other hand, the marketing team of Google makes sure that the ads of these clients reach the people that are most likely to buy from them.
5. Data-Driven Ads By Coca Cola
Coca-Cola is the largest beverage corporation in the world, with over 500 soft drink brands distributed in over 180 countries. Coca-Cola generates a significant quantity of data across its value chain, including sourcing, production, distribution, sales, and consumer feedback, due to the magnitude of its operations. The corporation has adopted Big Data to drive its corporate strategic decisions throughout the years.
Coca-Cola has millions of followers on social media and various other ways by which they can gather data on customers. Coca-Cola is known to have invested heavily in artificial intelligence (AI) research and development to guarantee that it is extracting every ounce of insight possible from the data it collects.
The information collected provides insight into who is drinking their products, where their consumers are, and what conditions cause them to comment about their brand. When images of its items, or those of rivals, are posted to the internet, the corporation employs AI-driven image recognition technology to detect them and uses algorithms to decide the best way to display ADs to them. According to the firm, ADs targeted in this way have a four times higher probability of being clicked on than those targeted in other ways.
6. EasyJet Marketing Campaign
EasyJet began its 20th-anniversary celebrations with a data-driven campaign. The company generated d personalized tales based on each customer's travel history. Customers' information, such as when they first traveled with the airlines, was used to make predictions about where they would fly next. Personalized emails were at the heart of the campaign, with material based on 28 important data points and other requirements. As a consequence, this campaign's open rates were 100 percent higher than their usual newsletters, with a 25 percent higher click-through rate.
Key Benefits of Using Data Science in Marketing
In a world where the amount of data generated every day is more than 2.5 million terabytes, businesses cannot really leave data science out of their marketing strategy. If they do, not only will it cost them a lot of money, but it will also slow down their growth. So here are some of the key benefits of using data science in marketing:
- Helps businesses target the most valuable customers with accuracy.
- Takes customer feedback into account and improves fast.
- Refines the digital advertising process.
- Saves businesses from wasting resources on experimental marketing plans.
- Predictive analysis can accurately tell businesses which products will be popular based on market trends.
To Market with Data
Data science is not a brand-new addition to marketing, but it is relatively new to smaller businesses. And that is why a lot of new businesses are hiring data science experts who have niche knowledge about marketing as well. If you also want to market with data, then you might want to learn through good marketing data science projects. The opportunity is in the palm of your hand. With the help of KnowledgeHut’s best Data Science course online, you too can learn how to properly use data science in the field of marketing.
Frequently Asked Questions (FAQs)
1. What are some companies that use data science in their marketing strategies?
Some of the largest companies that use data science and analytics to boost their marketing strategies are Facebook, Google, Spotify, and Netflix.
2. How can Social Media Marketing be optimized through data science?
A lot of user data is available on social media. By analyzing what kind of posts the customers interact with and which ads get the most engagement out of them, companies can target the customer with tailor-made ads that fit their needs, thus increasing the chance of sales.
3. What are some of the benefits of using data science in marketing?
There are many benefits of using data science in marketing, such as: increasing accuracy while targeting customers, refining the digital advertising process, cutting down on marketing costs, etc.
4. What is regression analytics?
Regression analytics is a tool that data scientists use to get better predictions about a customer’s buying habits. It analyzes past behavior but also predicts what other products they are going to buy with a certain purchase and makes the ads more accurate.
5. Do Marketers Need to Know Data Science?
Marketers must know about Data Science in current times. Using data to plan marketing will be a better decision.
- Using data helps marketers make informed decisions.
- Real-life factors can be incorporated into marketing.
- Marketers need not rely on just instincts to plan marketing strategies.
- Marketers can understand which channels of marketing are generating traffic.
6. Can a Marketer Become a Data Scientist?
Yes, anyone can get started in Data Science by learning online. Check top Data Science courses in India by Knowledgehut.
7. How Can I Use Data Science in Digital Marketing?
Data Science is a great tool for digital marketers. A large amount of data analyzed by Data Science methods is crucial for detecting your audience's behavior and interests, which can then be used to improve your marketing initiatives.
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