Smart data marketing represents the beginning of a company's maturity in leveraging data and involves complete control of advertising investment, the use of data to optimize the online channel, and the first steps toward omnichannel marketing with a focus on customer knowledge.”
But to understand this properly, we need to see it in the context of the different types (levels) of data, analytics and their corresponding marketing actions:
Basic Data: represents companies that have taken their first steps in digital analytics and have implemented a dashboard that correctly represents marketing activity and allows them to make decisions to optimize results.
Smart Data: Based on the lessons learned from the previous phase, companies need to take a further step in their analysis to consolidate control of the advertising investment they started in the previous stage (audience generation, clustering, etc.), optimize the website (UX, A/B testing, process redesign, etc.) and different online platforms, and lay the foundations for future omnichannel with their own CRM (and everything that entails when it comes to feeding it with different data sources), to personalize the user experience.
Big Data: in this stage we consolidate the actions aimed at in-depth knowledge of the customer based on the data of our own activity, maximum traceability of the sales process (knowledge, consideration, action and loyalty), and personalizing their experience in all channels (omnichannel). To do this, we will incorporate external data sources that allow us to understand how the different market variables that intervene in our day-to-day work.
In the following image you can see how the use of data and marketing strategy evolves in each of the phases of the digital marketing and analytics maturity model.
Smart data marketing vs Big data marketing