The food delivery app GrubHub has valuable data about what, where and when people eat. The company uses it in a smart way – they mine the data and turn it into engaging content like quizzes, polls or contests. Moreover, the app cooperates with several publishers and often creates compelling native advertising that uses the data they gather in an original way.
For instance, before U.S. Presidential election, GrubHub cooperated with Time Magazine and created a quiz together. The quiz was based on company’s data about the number of times each of 175 dishes was ordered in 214 congressional districts. The quiz allowed to find out whether your dietary preferences were Democrat or Republican based on user data overlaid with voting/polling data for the same area. Cool, right?
Spotify, the popular music app, is one of the best examples of data used right. The app uses listener’s data to create custom playlists that are based on each user’s individual listening activities, including time of the day, current season, etc.
The way Spotify uses analytics to improve the user experience is definitely an example to learn from.
Data-driven marketing is not new but it has definitely come a long way from just measuring cost-per-click and bounce rates. The availability of wide range of platforms, technology, tools and data sources, improving your marketing performance is easier than ever.
Enhanced and personalized customer experience and other benefits data-driven marketing provides, makes it a winning strategy for any organization.
About the author
Alexander @Bickov is a Riga based product designer with over 15 years of UX design and digital marketing experience. In his work, he aims to connect people and products by using strategy, creativity and technology. Alexander has built digital services and products for organizations ranging from agencies, startups to large companies. His work is featured in the iOS App Store, Wall Street Journal, CNN, Business Insider, Forbes and Big Think.