As I mentioned in my introduction, it is vital to see data-driven marketing from a broad marketing application. Don’t just view it as an interface with online marketing. Information from sales conversations, telephone conversations/calls and event visits are also relevant to include in your data-driven approach.
In your search for help with data-driven marketing, you will probably also notice that various types of parties use this term and can help you with it. You have IT parties that can help you with the data infrastructure, you have (online) marketing agencies that mainly help with your online data, and some data suppliers provide qualitative data to supplement your data.
In short, you can say that IT is necessary for the structure. Data suppliers mainly take care of the data, and agencies help you with that data.
Of course, these parties offer various additional or overlapping services, but in my opinion, it is essential to distinguish these three elements well.
You will also notice that the various parties explain data-driven or data-driven marketing differently. Often to their advantage, of course. For example, an online marketing agency often talks about insight into your visitors, while an IT service provider mainly refers to implementing data for the entire organisation. Finally, data suppliers will be right about the importance of the quality of the data. In short, try to look at it holistically for your organisation.