Stop Guessing: Tom Stansfield on Data-Driven Marketing Success
- Tom Stansfield
- Jul 30
- 2 min read
Tom Stansfield, the founder of Legal Growth and Lincolnshire Marketing (two marketing agencies helping small businesses with predictable and measurable growth), asserts the significance of data in steering businesses towards success. In his analysis, Tom explains how data is the beacon that guides marketing efforts, highlighting its indispensable role in business strategies.
A quintessential example is the use of Electronic Point of Sale (EPS) systems by supermarkets. These sophisticated systems track consumer spending and shopping habits, offering invaluable insights into customer preferences and behaviours. This data is pivotal in shaping marketing strategies and stock management decisions, ensuring that supermarkets align closely with their customers' needs. Not only that but it enables them to predict income, target customers with offers and increase revenue.
Furthermore, the presence of cookies on websites is not merely for compliance; they serve as critical tools in accumulating metrics.
Similarly, the digital marketing realm leverages tools like the Facebook Pixel. This powerful tool enables marketers to track website visits and gather data essential for targeted marketing. By understanding the online behaviour of potential customers, businesses can tailor their marketing efforts to resonate more effectively with their audience.
These metrics are instrumental in constructing detailed buyer personas or 'brand avatars, which are central to devising more effective marketing campaigns. Without this data, businesses are essentially 'stabbing in the dark' when it comes to marketing, as Tom aptly puts it.
The significance of data becomes even more pronounced when considering budget allocations for marketing. The general recommendation is to invest 10-15% of revenue in marketing. However, without efficient and strategic use of data, this investment risks being squandered. Data empowers businesses to make informed marketing decisions, ensuring that every penny spent is an investment towards reaching the ideal audience.
Tom's approach to marketing is to spend as little as possible and he'll no doubt make himself unpopular with other marketers when he says that you don't need to focus on Facebook or PPC. Instead, focus on data. Tom Stansfield emphasises that with the right data, businesses can avoid guesswork and enter a domain of strategic precision. This shift is not just about saving resources but about amplifying the impact of marketing efforts, ensuring that messages reach the right ears and eyes. Tom invites businesses to embrace the power of data in sculpting their marketing strategies.
He offers a golden opportunity for businesses to gain insights into harnessing this power: a free hour of marketing support. Interested parties can connect with Tom on Linkedin, reach out to Lincolnshire Marketing, or use the QR code provided below to book this session. This is an invaluable chance to learn how to navigate the vast ocean of data and use it to chart a course towards business success for your business.
Photography: Headshot Toby
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