ABSTRACT
This chapter explores how people take the data they are collecting and analysing to apply it to the way they market to or, more importantly, engage with their fans and customers. It discusses the different formats of marketing that are enhanced with this data-driven approach and the different channels that can be driven by data. The digital marketing funnel is usually described as awareness, consideration, conversion and retention. Most commercial platforms provide a drag-and-drop option, meaning that anyone in marketing who knows how to use PowerPoint can quickly adapt their skills. Moving from a silo approach in digital marketing to multi- or cross-channel can be challenging, but it is not just factors such as an absence of collaboration, commitment or integration that prevent progress. The chapter focuses on those that enable the use of segmentation and personalisation, specifically those that are considered online as opposed to offline.
