Framework

Data-driven marketing loop

The question it answers

When a marketing team holds plenty of customer data yet still decides on gut feel, how can it link collection, analytics, automation and testing into one continuous loop?

Origin
Wedel and Kannan, 2016
Diagram type
Cycle
Level of analysis
Firm
Topics
Data & analyticsMarketing & sales
Magnifying lens over a line chart tile, icon for data and analytics

Diagram

Data-driven marketing loop

  1. Data collection
  2. Analytics
  3. Automation
  4. TestingThen back to step 1

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing: strategy, implementation and practice. Harlow: Pearson.No DOISource page
  2. Kohavi, R., Tang, D. and Xu, Y. (2020) Trustworthy online controlled experiments: a practical guide to A/B testing. Cambridge University Press.doi:10.1017/9781108653985Source page
  3. Wedel, M. and Kannan, P.K. (2016) ‘Marketing analytics for data-rich environments’, Journal of Marketing, 80(6), pp. 97–121.doi:10.1509/jm.15.0413Source page