Accelerate growth and power consumer operations with data-driven marketing

Data has long been an important element of marketing. In fact, the first data-driven market research dates back to his 1920s. Data is sacred in today's digital-first marketing environment. You'll get information on everything from what type of marketing someone is seeing to when and where they're seeing it. However, the data marketing landscape is in the midst of significant change, and marketers must adapt to put their companies on an accelerated growth trajectory.

At the heart of that change is the continued deprecation of third-party cookies by the tech giants behind the world's most popular web browsers, including Apple and Google. These privacy-focused changes have generated significant backlash from the community because they make it more difficult to obtain the demographic and web tracking data that marketers have relied on for years. But they are also an opportunity to take a different approach and find new ways of doing things.

Importance of experimentation

One of the most important steps marketers can take to adapt to this new reality is to embrace experimentation. This has been important to Uber's operations for many years, particularly as we have taken great care in implementing data privacy policies that ensure we capture only the data points that are important to our operations. So, for example, when we want to release a new feature, we don't do it with the expectation that we'll have a finished product right away. Instead, think about establishing your ideal customer profile and experiment with your products based on that. In some cases, this involves releasing slightly different versions of the product for different users and seeing how users interact with it, where they drop off, and what brings them back. may be required. This data can be fed back into your product to the point where it actually improves the customer experience. This is exactly the same process we follow in our growth strategy. This allows us to move quickly, learn quickly and adapt according to what actually drives growth and appropriate client behavior.

Don't get me wrong. Market research still has value, but relying too heavily on it means making inferences rather than data-driven decisions.

successful experiment

However, if you want your marketing experiment to have its place, you need to know how to make it a success. The first mistake companies make is not prioritizing building and designing technology that allows multiple teams (especially growth and marketing teams) to seamlessly run experiments and quickly analyze results. So prioritize and invest in the technology you need. Next, create a hypothesis, clearly define your primary and secondary KPIs, and create a controlled environment (as much as you can, but in the real world it's never going to be perfect, and that's okay). , you should spend time thinking about execution before launching. , he tests one hypothesis at a time.

If you get this right, you can successfully implement targeted and effective marketing while respecting customer privacy.