Data-driven marketing: a strategic guide for Oy Vallila Collection Ab to advance in data maturity
Vilja, Pilvi (2022)
Vilja, Pilvi
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204185303
https://urn.fi/URN:NBN:fi:amk-202204185303
Tiivistelmä
Data-driven marketing means the strategy of using big data, acquired from customers and prospects, to improve marketing performance, personalisation and customer reach. In an era of increasing digital competition, many organisations find it a necessity to become data driven and reap the significant organisational benefits data and insights can provide. However, there are considerable obstacles that need to be addressed to advance in marketing data maturity. This thesis addresses and researches these obstacles and key drivers in one organisation, Oy Vallila Collection Ab.
This thesis focuses on how an organisation can become data driven. The main objective is to develop a roadmap towards data maturity for Vallila’s marketing department. Performance measurement content, process and context within the organisation are examined in detail to understand critical development points and facilitate the adoption of a coordinated data-driven mindset. The research contributes to choosing suitable metrics for marketing performance measurement, setting up of an internal measurement process as well as proposing ideas and objectives for future development.
The research is conducted through action research, using qualitative methods. Semi-structured interviews were carried out with the marketing and eCommerce teams in two separate occasions, with approximately a year in between to assess developments. Following the data collected from the interviews, a workshop was arranged, with the objective of creating a shared vision internally about data-driven marketing, as well as agreeing on the next steps on the data-driven journey.
The research results show that to succeed in becoming data-driven, a clear roadmap with key steps is necessary, especially in today’s fluctuating business environments. There are five recognised stages an organisation goes through on its journey to become data driven. The foundation for advancing is an effective performance measurement system. For an organisation to fully take advantage of the data available, three dimensions of performance measurement need to be in place. The internal context of the organisation, especially leadership, is a strategic component facilitating the change process towards data-driven marketing. Performance measurement metrics and systems, with appropriate key performance indicators and supporting metrics, assist in turning data into insights. Lastly, a systematic measurement process that harnesses the true value of data aids in the processes of advancing in data maturity.
This thesis focuses on how an organisation can become data driven. The main objective is to develop a roadmap towards data maturity for Vallila’s marketing department. Performance measurement content, process and context within the organisation are examined in detail to understand critical development points and facilitate the adoption of a coordinated data-driven mindset. The research contributes to choosing suitable metrics for marketing performance measurement, setting up of an internal measurement process as well as proposing ideas and objectives for future development.
The research is conducted through action research, using qualitative methods. Semi-structured interviews were carried out with the marketing and eCommerce teams in two separate occasions, with approximately a year in between to assess developments. Following the data collected from the interviews, a workshop was arranged, with the objective of creating a shared vision internally about data-driven marketing, as well as agreeing on the next steps on the data-driven journey.
The research results show that to succeed in becoming data-driven, a clear roadmap with key steps is necessary, especially in today’s fluctuating business environments. There are five recognised stages an organisation goes through on its journey to become data driven. The foundation for advancing is an effective performance measurement system. For an organisation to fully take advantage of the data available, three dimensions of performance measurement need to be in place. The internal context of the organisation, especially leadership, is a strategic component facilitating the change process towards data-driven marketing. Performance measurement metrics and systems, with appropriate key performance indicators and supporting metrics, assist in turning data into insights. Lastly, a systematic measurement process that harnesses the true value of data aids in the processes of advancing in data maturity.