Use Cases of DDM Explained

You now know what data-driven marketing is and the process of creating an effective DDM campaign. Now, let us take a look at the different DDM campaigns already in practice. 

First, let us hear about how DDM works on an organisational level from our faculty member David Porter.

Additional links

• Some ways to use data-driven marketing - 5 Winning Data-Driven Marketing Strategies.

In the video, we looked at various ways in which customer data can be used to develop marketing campaigns. 

The following are four  use cases in which data-driven campaigns have been implemented: 

1. Segmentation: In this kind of segmentation, when some company is selling everyday products, they segment their customer base into different affinity groups, find assets that resonate with them and use those assets for communication.

2. Dynamic creative: Changes like weather dynamics or geographical dynamics can be tackled using data collection, and marketing can be executed accordingly. 

3. Social applications: This entails the use of social apps for data collection and marketing channels. 

4. Online store: Here, the use of a company’s online store gave access to a lot more data on purchase choices and that in turn could be used to make different marketing strategies.

In the next video, let us conclude our learnings on DDM.

Now that you have looked at some ground rules for data-driven marketing (DDM), let us now hear about the steps Unilever took to launch DDM in a country. 

In the above video you learnt, that Unilever took the following steps:

1. Talked to the local leadership to set up the culture and the leadership sponsorship
2. Set up a centralised system for data governance
3. Built a digital hub with people having different expertise
4. Set up a parallel leadership to coordinate between different teams.

Next, let's hear about some use cases of DDM from our faculty David.

As you saw in the video, DDM is not an individual effort but rather a company-wide effort. It needs organisations to bring together multi-disciplinary teams with data capabilities, media planning and buying, activation, content partners, and e-commerce expertise.