Traditional business approach alone cannot help a business to keep up with the rate of competition in the current data-driven environment. This explains why data science outshines these old-school methods, particularly in some key regions.
Business owners must look for new ways to enhance their products, improve their process and get more clients. There have been numerous innovative techniques that have developed over the past years. Nevertheless, just a few of them have been potentially a game changer as the data intelligence. Advancement in data science has made it easier for companies to organize their data into actionable insights.
The impact is extremely conspicuous such that relying on non-data based approach alone is not enough to make your company compete favorably in the market. There is more than enough information accessible for individuals to handle in any reasonable duration. Data intelligence latches the details and filters out the most helpful information for human attention. Here is an outline of how data intelligence outshines old business practices in three major areas.
Client segmentation and profiling
Traditional approach
In the conventional method, client segmentation is conducted as per the demographics that are presumed to be associated with the most prominent impact on buying behavior. This includes age gender, income, ZIP code and marital status. Even though it is essential to consider them, the demographic categories are broad. Since personalization is a significant trend in marketing, implementing your marketing strategies depending on raw demographics can alienate potential clients and can result in poor performing campaigns.
Data science
With the help of data intelligence, companies can easily combine their data during segmentation. The data used is gathered from various sources such as marketing campaigns, previous sales and external information about market situation and clients, social media, customer loyalty program and in-store collaboration.
Innovative techniques such as machine learning eliminate the woman bias from the process. Intelligent client’s segmentation begins with no assumptions and gets shared characteristics among clients beyond simple demographics. Demographics were commonly used in the first place due to lack of better alternative. With the help of data science, marketers are in a better position to sort their clients by aspects such as career, the structure of the family, mutual interests, hobbies among other lifestyle details.
Client profiles that are created with this kind of data are based on reality and not ambition. They indicate the clients who are already using the company and determine the aspects that inspire conversion and raise possible lifetime value. Businesses will then use this information to guide their marketing and sales methodologies.
Marketing campaigns
Old school
Without the use of modern technology such as analytics software, marketing decisions must be based on the combination of sales expectation and previous seasonal sales. Some business will use weekly sales figures and operational numbers. It is difficult to generate all the data within a short period to be used immediately. This approach required you to track projection so that you can guide the entire strategy, but they inherently depend on outdated data.
Data science
Data science is commonly used in real-time analytics whereby these programs mix data from several sources and scrutinize it as it is being gathered to offer immediate and timely insights based on various factors. This includes local sales patterns, inventory levels, local happenings, past sales history and seasonal aspects. Streaming analytics recommend activities that are designed to meet the client’s expectation and needs as they come by, driving income and enhancing client satisfaction.
Data intelligence should not be considered as a remedy for all inventiveness woes. This is because unrealistic prospects can kill a data science project due to lack of support. Many businesses find themselves caught up in the hype of using this tool and expect instant ROI. Bear in mind that analytics are not magic. They offer aimed insights and recommendations that assist managers in shaping corporate strategy. Being able to maintain attainable expectations about their potential is a huge step towards finding a lasting solution from data intelligence programs.
