Loop Horizon's health-check

Here are 5 key questions to ask yourself about the health of your data-driven marketing:  

How well are you… utilising all types of data to segment?

With so many data points potentially available, it’s essential to check on how well you are capturing, collating and applying them. Not just your customer’s profile and purchase data, but their behavioural, engagement and digital data too. Having a robust and accurate data set is essential to understanding and segmenting your customers appropriately.  

How well are you…  applying it to the customer experience?

Are you fully aware of your customers’ experiences and needs throughout their journey with you? It’s easy to assume that you do, but they change regularly with nuances and value opportunities arising all the time. Make sure you review the customers’ journeys and how you can impact them. It’s a common mistake to slip back in to campaign performance tracking and missing the bigger picture.  

How well are you… able to attribute what is driving value?

Understanding what is driving value and how to optimise your spend is a critical but often overlooked lever for a successful year. Are you attributing performance across all channels effectively or are you restricted by a last touch model with limited data and reporting?  

How well are you… utilising your technology to its full potential?

With capability advancing all the time, it’s easy to lose track of new capabilities in your existing tooling, and new tooling out in the market. You may have a large platform like SalesForce or Adobe but are you utilising them effectively to ensure value for money? Do you have other requirements which aren’t being met but are put off by the perceived difficulty and lengthy process of finding new tooling providers?  

How well are you… continuously pushing forward?

Are you and your team thinking about innovation and continuous learning as standard? A Test & Learn way of working can ensure that any progress you made last year is continued and optimised. Similarly are you set up with the best organisational structure with appropriate roles to enable data- driven marketing as standard?  

At Loop, we specialise in helping clients get the most of their data. Why not speak to us about our full Data-Driven Marketing Assessment, so we can help you understand the real health of your current approach, and the ways in which you can drive more value in 2025. Contact us to know more.