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  • Writer's pictureNicky Finlay

A Comprehensive Guide to Marketing Data Planning

Updated: Aug 18, 2023

Are you a business owner, marketing manager or commercial director who’s tired of not knowing why your marketing campaigns don’t get you the wins you expect? Are you looking to optimise your current and future marketing strategies?

We’ve got the answer for you—marketing data planning.

Marketing data planning is the process of identifying, collecting, analysing, and utilising data to inform and improve marketing strategies and campaigns. The process of marketing data planning involves identifying the right marketing objectives and goals so that you can better define your target audience. This further helps in collecting, analysing and interpreting data to gain valuable insights. These insights can then help you form marketing strategies that are data-backed and far more effective.

That’s not all. Marketing data planning also helps businesses understand customer behaviour and preferences better. You will be able to track marketing performance and make more informed decisions.

In this blog, we’ll explore what marketing data planning is all about, and how it can give your business marketing a massive boost.

Why You Need Marketing Data Planning

Marketing data planning is an important aspect of developing a successful marketing strategy. With marketing business data, you can gain valuable insights into your customers’ behaviours, demands and preferences.

This, in turn, helps you avoid making risky decisions based on assumptions and incomplete information. You’ll no longer miss out on marketing opportunities and ensure that your marketing campaigns are more targeted.

Moreover, you will also gain insight into customer engagement, purchase behaviour and loyalty. By analysing customer data, you can identify patterns and trends in demand and preferences. This data can help you introduce new products, develop effective marketing messaging as well as customer engagement strategies.

Defining Your Marketing Goals

For effective marketing data planning, you need to first define what your marketing objectives and goals are. These goals should be specific, measurable and relevant. Once you define your goals and objectives, you will find it easier to focus on the type of data you need. You will also be able to better implement the insights into your marketing campaigns.

For example, if your goal is to boost your sales, you will need to collect data on specific customer behaviour, like their purchase history, frequency and more. This will help you identify opportunities to upsell or cross-sell products. Similarly, if you want to focus on increasing brand awareness, you will need social media engagement data, website traffic or online mentions to understand how your audience perceives your brand.

By defining your marketing objectives and goals, you can make sure that your marketing data planning efforts align with your overall business strategy.

Identifying Your Target Audience

The next step for marketing data planning is to understand who your target audience is. This involves identifying your ideal customer’s key demographics, preferences, behaviours and pain points. With a detailed customer persona, you will be able to tailor your marketing messages and content so that it resonates with your target audience.

One way to identify your target audience is through consumer behaviour data analysis. This data will give you valuable insights into who your customers are and what motivates them to purchase your product. This information can help you create more personalised marketing campaigns that are bound to bring you results.

For example, if your target audience is interested in eco-friendly products, your marketing message can highlight products from your range that are eco-friendly. A preference for a specific design, colour or shape can help in a similar manner.

Developing a Data-Driven Marketing Campaign

Once you have defined your marketing goals, identified your target audience and gathered relevant data, the next step is to create your data-driven marketing campaign. To do this, we first analyse the data we have to discover unique trends and patterns. For example, if your customers prefer hand-crafted products to those manufactured in factories, this can help you tailor your marketing campaign accordingly.

In this way, you have a higher chance of attracting the right audience as well as driving engagement. Moreover, marketing data can also give you insights into what type of advertising is more effective. For example, if data shows that your customers engage more with video content, you can incorporate more videos in your campaign.

Contact MoJo for Marketing Data Planning and More!

As a business owner, you may not completely understand what your customers want. We don’t blame you, you’re not a mind reader, after all.

However, with marketing data, you can find out exactly what your customers prefer. This means that you can develop effective marketing campaigns that are successful and bring you the results you want.

That’s where we come in.

At MoJo, we provide a range of different services, such as marketing data planning, consumer behaviour analysis, customer diagnostics, business behaviour data analysis and more.

We work with your business data to ensure that you can make a real impact. With us, you will be able to make informed decisions that will bring you results and boost business growth.

Contact us to find out how we can work with your business. You can also reach us at +44 (0)20 3617 3241 or drop an email at


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