55 FEB 2022 | WWW.LAWYER-MONTHLY.COM If you have a website and social media channels, you already have access to a myriad of data points on your customers. think. Similarly on social media, you can receive comprehensive free insights on both Facebook and Instagram that can even narrow down the time of day when people are most active on your pages. Organise your data. In order to get the most out of your data, it is a great idea to get it organised. How you organise the data is up to you – you can use spreadsheets or something like Google’s Data Studio. But if you do not keep it organised and easy to find, you will give up very quickly and end up not using it, which will lead to missed opportunities. Track and analyse as you go. It is very important to keep tracking and analysing the data as your campaign rolls out. Look out for reasons why your campaign may not be working, or conversely keep a note of what is working. Avoid being overwhelmed. All of the above can seem overwhelming, especially if you have not used data-driven marketing before, so start small. Pick one campaign on one channel to test it out. Once you have found your feet, you can build on the technique.