Data-driven Marketing for Insight-Led Activity

Welcome to another episode of Great Minds Print Alike, where Helen Smith, Head of Marketing, sits down with “Great Minds” from across our network to explore the ideas shaping modern marketing, data, and business growth.

In this episode, Helen is joined by guest Caroline Routledge, Associate Director at PDV, to explore how data driven marketing can unlock stronger results, better targeting, and more meaningful customer engagement.

Together, they discuss why data should be seen as more than just spreadsheets, how unique and accurate data powers more relevant targeting, and how businesses can use insight to create more effective campaigns across both offline and digital channels.

Topics discussed:

• Why data is more than just numbers and spreadsheets
• The importance of unique data in creating personalised marketing
• Why data sits at the core of successful data driven campaigns
• Whether marketers are using data in the right ways
• Using data to build and refine ideal customer profiles (ICPs)
• Key differences in data use between B2B and B2C marketing
• How common bad data is and the mistakes it creates
• Combining creativity and data for more impactful campaigns
• The role of AI in supporting data driven campaigns

If you want practical insights into planning and delivering more effective data driven marketing, improving data quality, and combining creativity with insight, this episode is packed with valuable ideas and real-world perspectives.

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Data-driven marketing for
insight-led activity

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