What is data-driven marketing?

Data-driven marketing is the approach by which organizations use millions of customer interactions and apply artificial intelligence and machine learning to make ongoing and accurate predictions about consumer needs , desires and behaviors. It allows organizations to develop a deeper understanding of customers and craft more engaging, personalized customer experiences.

How does data-driven marketing enhance customer experiences?

Data-driven marketing analyzes customer behaviors to help organizations plan and continually adjust their marketing strategies. The rich insights help businesses understand their customers on a deeper level so they can deliver exceptional experiences and increase customer lifetime value. For retailers, the approach helps brands tailor messages so customers get more relevant offers, increasing satisfaction and loyalty. For financial service companies, having data-driven marketing allows banks to deliver relevant offers that align with customers financial needs and deliver messages that establish institutional trust.

What industries use data-driven marketing?

Data-driven marketing is used across many different industries from retail and financial services to consumer packaged goods and travel. In hospitality, data-driven marketing helps organizations enhance the customer’s entire travel experience from destination discovery and flight/hotel assistance via tailored offers to continued engagement throughout a customer’s trip. In retail, data-driven marketing helps businesses understand what marketing channels their customers are most likely to be using and how to effectively plan their budget accordingly.

Solutions.AI for Marketing

Delivering exceptional customer experiences

"Accenture helped us drive innovations at speed and at scale so we can present Changi customers with personalized, stress-free and positively surprising experiences."

— STEVE LEE, Chief Information Officer and Group SVP of Technology – Changi Airport Group

What we deliver

Value-led marketing strategy

We align customer, category, and channel priorities with insight-driven use cases, ensuring marketing strategies support overall business objectives and deliver the most value for customers.

Single view of the customer

We develop a real-time data architecture that creates signals that generate the best offers and continued customer engagement.

Hyper-personalization delivery

We use robust AI-enhanced solutions to harmonize disparate data records and leverage omni-channel targeting to deliver hyper-relevant customer offers and experiences.

Granular ROI measurement

We measure true omni-channel responses at a granular level to provide a full picture of the customer experience and the channels that are generating the highest ROI.

Our solutions are pre-built for multiple industries, including: Retail, Consumer Goods, Communications and Media, Life Sciences, and Financial Services.

The AI impact

14%

increase in marketing ROI

40-50%

increase in conversions through Next Best Offer or Next Best Action

200%

increase in upsell through more personalized communication

point increase in Net Promoter Score for overall journey satisfaction

"AI is making it possible to combine the speed and granularity of multi-touch attribution with the tried-and-true principles of MMM. The end of third-party cookies doesn’t mean we have to turn back the clock on attribution and personalization."

— PAUL FERNON, Senior Principal – Applied Intelligence, Solutions.AI for Marketing Lead

Case studies

Our capabilities

Consumer-360 platform (C360)

Integrate first- and third-party data for a real-time, 360-degree view of the consumer that identifies the unique highest-value opportunities and experiences for each.

Attribution platform

Attribute the impact of every interaction leading to a sale or other desired KPI and optimize content across channels, audiences, and products to maximize ROI.

Personalization engine

Generate and scale hyper-personalized insights to activate and deliver campaigns, content, recommendations, and offers in real time, across channels, while self-optimizing customer offerings and allowing scenario experimentation.

Next best experience platform

Predict customer value and identify and offer the optimal next best action to increase cross-sell/upsell, boost revenue, reduce customer calls, and improve customer satisfaction in real time.