Data-driven marketing is a term commonly used in the industry referring to the importance of collecting, reporting and analysing data to guide marketing decisions.

Marketers use data in a variety of manners from gaining insights into the tastes, preferences, behaviours and habits of their target audiences, prospective buyers, and existing customers. However, businesses that are looking to grow at scale and reach new prospects or boost sales from existing customers need to apply precision data.

But why exactly does your data have to be precise?

Simply put: the better your data, the better your strategy.

Successful strategies rely on fine-tuning relevant data and taking a creative approach in terms of reaching out to customers. Today's competitive landscape means marketers need to be increasingly reliant on consumer behaviour to predict future trends.