What is Marketing DX? Creating a mechanism to turn data into strategy
Why Marketing DX is Key to Corporate Growth
In recent years, many companies have been using the "Marketing DX (Digital Transformation)We are focusing our attention on the "Mere Old Man".
The background,Data-driven decision making has become indispensable as customer behavior diversifies.There are times when
From traditional marketing that relies on experience and intuition,
👉 The era of designing "what to deliver, to whom, and how to deliver it" based on dataTo.
For corporate growth,Mechanisms to connect strategy, data, and systemshas become important.
Marketing Structure Changed by Data Utilization
What is Marketing DX?
Initiatives to optimize and automate marketing activities and change the entire corporate structure based on data
refers to
For example,
- Analysis and segment distribution based on customer data
- Operation of advertisements, SNS, websites, etc. in coordination with each other
- Data sharing including sales and support departments
The “overall system” is being developed to "connect the entire system.
Such data-driven (data-driven) marketing is,Quality of customer understandinggreatly enhances the
Successful Case Study 1: Deepening Customer Understanding through Data Linkage
A BtoC company integrated data from its EC site, SNS, and store apps to visualize customer behavior patterns.
This allows us to analyze "what kind of message resonates at what time,
Communication design tailored to each individual is now possible.
👉 Points not only "store data",To organize in a form that can be utilized.It is.
Success Story #2: Building Automation and Analysis Infrastructure
Another BtoB company implemented MA (marketing automation) and CRM,
Integrate sales, marketing, and customer support.
By this,
- Scores behavioral history of prospective customers
- Automatically determines the priority of business negotiations
- Centralized management of customer service history
and other operations are now possible.
A system that deepens customer relationships while reducing the burden on the fieldThis is a good example of a well-organized
Practical Step 1: Development of Data Infrastructure
The first important step in advancing Marketing DX is toOrganize and centralize dataIt is.
- Integrate data on customers, purchases, access, etc.
- Extract and utilize necessary data in accordance with your objectives
- Align linkages between systems.
👉 Instead of introducing advanced tools out of the blue,
To organize the current situation and put it into a form that can be utilized.Start with
Practical Step 2: KPI Design and PDCA Operation
In order to make the most of the data, it is necessary to decide "what to improve on as an indicator".
- Set number of inquiries, CVR, revisit rate, etc. as well as sales
- Repeat small improvement cycles to increase accuracy.
- Remember to read the “customer's feelings” behind the numbers.
👉 Use data as a "means to understand customers" rather than as a means to track numbers.This is the essence.
Summary: Toward DX marketing that integrates strategy and systems
The goal of Marketing DX is not tool implementation.
To unify strategy, data, and systems and create a system that can respond to change.It is.
- Utilize data to deepen customer understanding
- Sharing information across departments
- Continue to improve and deliver a better experience
We are committed to the company's desire to change,
Integrated support from strategic planning to system development and marketing operationsI will do so.
👉 Marketing DX is not a tool, but a mechanism.
Together, we will turn data into strategy and create a marketing structure for sustainable growth.