Digitally mature companies earn more while spending less

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In order to understand how companies deal with data-driven marketing , Google teamed up with the Boston Consulting Group and together they carried out an unprecedented study, called “A Brazilian Perspective: The Journey of Data-Driven Marketing”. They interviewed large companies in the country to understand how they use technology to improve results, automate processes and relate data. The idea is to discover how to achieve digital maturity through data-driven marketing, and thus reach a stage where you earn more while spending less. The Brazilian market is full of opportunities, and whoever knows how to achieve them can increase their profits by up to 20%, with a reduction in costs of up to 30%. Brazil and the different stages of digital maturity Brazil has been talking about digital marketing for a long time, but invests little compared to other countries.

However, a recent study showed that your audience is quite susceptible to digital ads. So what's the reason not to invest? The lack of digital maturity of companies and agencies, which do not know how to use data to create efficient actions. To help entrepreneurs understand the maturity stage they are in in data-driven marketing , Google and the BBC developed a four-stage model, previously tested in Europe by a group of 40 experts: Nascent: companies dbtodata.com use customer data generated and maintained by third parties to carry out campaigns, with low results. Emerging: Companies that use data generated and maintained internally, in addition to buying programmatic media. Connected : companies maintain integrated and activated data across multiple channels, with clear ROI and sales results. Multimomento : companies have automated and optimized execution with data segmented by customer, across all channels.



Among the Automotive, Food & Beverage, Personal Care, Education, Digital Companies, Financial Services, Telecom & Media, Retail, Travel & Tourism and Clothing sectors, the research showed that companies have a market to evolve. Of the 60 interviewed, 61% are still Nascent or Emerging, 37% remained in Conectadas and only 2% are considered Multimomento. Challenges to be overcome and how to get there But what to do to reach digital maturity? Google and the BBC point out some challenges that need to be overcome and what to do to overcome them. Check out: Work with more accurate and interconnected consumer data, uniting information from all channels (online and offline) through data repositories. Using activation features, abusing automation and personalization of messages. Among the solutions used by more mature companies are analytics capabilities and integrated advertising technology. Modernize measurement and value attribution methods, allowing ROI to be measured in real time. Adopt an agile management and communication method between areas.