Skip to content

Turning Marketing Insights into Actionable Strategies

Understand the Trends

According to Mediatools’ recent blog, “Marketing Insights: Understanding Trends to Drive Results,” one can divide marketing insights into two types. First, there’s data-driven insights. Quantitative, data-based insights help us better understand customer behavior and the effects of campaigns. Think website analytics, surveys, or A/B testing results. Then there’s qualitative insights, subjective observations gleaned from conversations with customers, partners, and stakeholders. Think of interviews, focus groups, or customer feedback.

Of course, raw data is only part of the formula to win insights. As noted by Mediatool, specific criteria must also be met to determine if the potential insights pass muster for further development into action:

Relevance: The insight must directly apply to your marketing strategy and objectives. If the information isn’t actionable, then the marketer might have to assess if it should still have a place in a successful marketing plan.

Timeliness: How current is the marketing data you’re using? Is it still relevant, or has the situation changed since you collected it? Timeliness is key when it comes to leveraging marketing data effectively.

Clarity: Does the insight provide clear information with real value that you can use to make decisions? Your insights should be easy to understand and interpret so the team knows what steps to take next.

Direction: Does the insight point toward a specific course of action? If not, is there enough data and analysis to draw specific conclusions?

Validation: Does the insight include hard evidence to back it up? Are you basing your conclusions on reliable marketing data and sources, or is it just guesswork?

Whether it’s a consumer insight, a marketing insight, a brand insight, even a cultural insight, these data points provide direction and eliminate guesswork. “The insights you gain also allow you to tailor your campaigns towards specific customer segments, target more relevant keywords, create content that resonates with readers, and allocate your budget more wisely. In today’s competitive digital world, having access to marketing insights is invaluable – it helps you stay agile, optimize campaigns for maximum effectiveness, and keep up with industry trends. Ultimately, strategic insight aligns business strategy with customer needs and behavior, leading to greater ROI from your efforts.”

Spark Growth

Of course, after gaining marketing research and insights, it’s important to prepare for the next steps by taking action. In a blog on All Things Insights, “Taking Action to Spark Growth,” we looked at actionable growth. Actionable growth is the process of taking action to achieve a desired outcome. It involves making strategic decisions and implementing tactics that will help a business or organization reach its goals. This could include improving customer service, launching new products, developing marketing campaigns and creating more efficient processes. Actionable growth focuses on tangible results rather than simply planning for the future.

Particularly in modern, continuously disrupted organizations, stakeholders and decision-makers have endless questions and need for actionable insights. Still, insights leaders often question their ability to conduct thorough research with a limited budget and expedited timeline. How do you implement an efficient, agile research strategy in an environment that demands quick yet reliable results?

Driven by Insights

Insights-driven marketing strategies refer to approaches that leverage data, research, and customer insights to inform and guide marketing efforts. These strategies prioritize the use of insights to drive decision-making, target audiences effectively, and create impactful marketing campaigns. We asked ChatGPT to outline some key elements of insights-driven marketing strategies:

  1. Customer Segmentation: Insights-driven marketing strategies involve segmenting customers based on various criteria such as demographics, psychographics, behaviors, and preferences. By understanding different customer segments, marketers can tailor their messaging, offers, and channels to reach specific groups more effectively.
  2. Persona Development: Personas are fictional representations of specific customer segments that help marketers better understand their needs, motivations, and pain points. Insights-driven strategies involve creating detailed personas based on data and research, allowing marketers to develop highly personalized and relevant marketing content.
  3. Customer Journey Mapping: Customer journey mapping involves understanding and visualizing the various touchpoints and interactions a customer has with a brand throughout their buying journey. Insights-driven strategies involve analyzing customer data and feedback to identify pain points, opportunities, and moments of truth within the customer journey. This understanding helps marketers optimize each touchpoint and create a seamless, personalized experience.
  4. Data-driven Messaging and Content: Insights-driven strategies emphasize using data and insights to craft compelling messaging and content that resonates with the target audience. By analyzing customer preferences, behavior, and engagement data, marketers can develop personalized and relevant content that drives engagement and conversions.
  5. Testing and Optimization: Insights-driven market strategies involve continuous testing and optimization of marketing campaigns based on data and insights. Marketers use A/B testing, multivariate testing, and other techniques to experiment with different variables and measure their impact. This iterative approach helps refine marketing efforts, improve conversion rates, and enhance the overall customer experience.
  6. Competitive Analysis: Insights-driven strategies also involve analyzing competitor data and marketplace trends to gain a competitive advantage. Marketers can use tools and research to monitor competitors’ strategies, messaging, pricing, and customer feedback. This analysis provides valuable insights for positioning the brand, identifying gaps in the market, and developing unique value propositions.

Knowledge is Power

Overall, insights-driven marketing strategies focus on leveraging data, research, and customer insights to inform segmentation, persona development, customer journey mapping, messaging, content creation, testing, optimization, and competitive analysis. By integrating insights into marketing decision-making, organizations can enhance customer targeting, engagement, and conversion rates, leading to more effective and successful marketing campaigns.

Marketing research, and turning that research into insights, is a process no company should overlook. With the marketplace constantly evolving, and the competition intensifying, it is more important for companies to build an effective marketing strategy, improve the customer experience and gain a competitive advantage. After all, knowledge, as well as marketing insights, is power.

Video courtesy of The Chartered Institute of Marketing


  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.


Related Content


Winning the Future of Fandom

All Things Insights’ Seth Adler recently connected with Christina Speck, former VP Corp. Strategy, Blue Cross & Blue Shield of Rhode Island, at this…

consumer insights

Zeroing in on DIY Research

All Things Insights’ Seth Adler recently connected with Bill Trovinger, Consumer Insights Dir., Pharmacy & Health, Albertson’s Companies. Adler an…


Building Insights for the Home Consumer

All Things Insights’ Seth Adler recently caught up with Daniella Tsoncheva, Director Consumer Insights, The Home Depot. The retail market over the l…

actionable insights

Diving Deeper into Measuring Insights ROI

If you can measure it, you can manage it. Insights leaders came together on this panel discussion on “Measuring Insights ROI” to share their respe…

actionable insights

Demystifying Insights ROI

Key challenges come into translating business insights into ROI. This includes data quality, research bias, no direct translation of insights into bus…

data analytics

Establishing Insights ROI

In a recent ATI Gathering…Insights ROI, the community looked at the complex issue of insights return on investment from several different angles. Co…

actionable growth

Actioning Insights

Providing insights is not a barrier. Ensuring those insights actually move the needle is the job at hand. Is where the insights are reported the probl…

market strategies

Balancing Insights with Uncertainty

Uncertainty abounds, from inflation and layoffs to bank failures and talk of recession, to robust job reports, financial resilience, and the strength…

actionable insights

Reaching the Consumer

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

consumer behavior

Harnessing the Pulse of Trends

These consistently disruptive times have ensured us that it’s never been more important to stay on top of the pulse of the market. That’s true for…

actionable insights

Elusive Insights

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

actionable insights

Taking Action to Spark Growth

Actionable growth is the process of taking action to achieve a desired outcome. It involves making strategic decisions and implementing tactics that w…

media insights

Redefining the Home Experience

All Things Insights’ Seth Adler caught up with David Schliecker, Group VP, HGTV Insights and Strategy, Warner Bros. Discovery, at the Media Insights…

OTA programming

Measuring OTA Programming

Television audience measurement is on the precipice of innovation due to the opportunity to leverage data from set top boxes, smart TV’s, and other…

consumer insights

Collaboration Around The Consumer

The consumer is now in the driver’s seat, and James Petretti is no stranger to that fact. Success is not possible if the consumer is not buying into w…

streaming services

Fan Insights

Thanks to the advent of social media and streaming services, the world of television today looks nothing like it did a few decades ago. All industries…

media insights

Media Industry Insights

It’s not unreasonable to feel overwhelmed when faced with the size and scope of the continuous shifts in the television industry within the past few…

consumer insights

Path To Purchase Insights

Insights leaders are responsible for connecting all of the information gleaned from a multitude of different sources, and creating usable data that wi…

media insights

Media Insights Report

The All Things Insights Media Insights community completed an extensive survey covering what folks are thinking, how they’re spending and the issues…

strategic foresights

Ripple Effects on Insights

For many of us the pandemic brought along with it a series of impactful changes that honestly, none of us could have predicted. Everything regarding w…

media insights

Representative Insights

A great story starts with a single word. From there, the story is subject to its characters, plots, and the conflict presented by the content, all of…

consumer insights

Gen Z Insights

“Ultimately Gen Z demands a new media plan. The previous ways of thinking in terms of length being a precursor of the efficacy of advertising conten…

actionable insights

Data, Analytics, Insights & Action

If you watch June Dershewitz when she’s not looking, you might catch sight of her cape. She is a superhero in the world of data. Her goal is to make…


One Way To Insights ROI

“It’s not only a ‘feel good’ thing anymore. It is actually something that is reflected in profits.” DEI is a business issue. Once nice to ha…

data science

Insights On Outpacing Further Disruption

The axiom, ‘May you live in interesting times,’ is cited as both an expression as well as a curse. Its origin is foggy. For the past couple of dec…

data science

Insights Resilience

Way back at the beginning of our modern almost apocalypse, there was one term used across the globe and up and down the organization- resilience. Faci…

market research

20 Quotes On Risk, Truth, Wealth And More

Dan Runcie, Founder, Trapital sat down with Percy ‘Master P’ Miller at the most recent TMRE. The discussion focused on how Miller’s background p…

actionable insights

Consistent Breakthrough Insights

All Things Insights brought the community together for a live session focused around the concept of providing consistent breakthrough brand insights o…

business insights

The Missing Link Between Data And Business

2022 has proven to be a year of change. While lingering reminders persist, the past two years are falling further and further back in the rear view mi…


The State of the Consumer (2022)

eBook by Remesh | 21 Apr 2022 About This Report 2021 has been a transformative year for every industry and organization in the world; from more perman…