As marketing continues to evolve—thanks in large part to the age of the smart consumer and the onset of digital media—marketing departments too will need to adapt in order to stay relevant and compete with other industry powerhouses that are using every tool available to get ahead.

As more and more creative marketers have entered the landscape in recent years, we have seen a surge in content marketing and, thus, an explosion in the number of blogs, infographics and videos created to bolster brand awareness and thought leadership. Simply put, for marketing departments stuck in their old ways it is getting harder and hard to compete.

So what is a business to do in the saturated digital marketplace? Leverage business intelligence for a more tailored approach.

If your enterprise is collecting data on your customers through their interactions with your website, mobile presence or call center activity, then it’s time to make sense of it all and turn this data into true business intelligence you can analyze and use. Here are three ways you can leverage business intelligence for your marketing team:

  1. Open new verticals: One avenue marketing departments have used to cut through the rift-raft of digital marketing is a newer vertical known as experience marketing—in person, face-to-face marketing campaigns designed around an event or activity. If you’re business has never ventured into event based marketing it may be daunting, but when you have a business intelligence analyst help, your journey becomes simplified. For instance, through such intelligence, researchers found that it’s possible to predict where your customers will be 80 weeks into the future with 80 percent accuracy. This means if you’re taking a first crack at experience marketing, you’ll already have a solid understanding of where the event should be held and can spend more time dealing with the finer details.
  2. Tailor content: Marketing departments spend a lot of time trying to figure out what works and what doesn’t. But there is a sea of metrics that can inform you of the effectiveness of your efforts; you just have to make sure your team spends less time sifting through the data. In its inaugural study, the Leadership Excellence in Analytic Practices (LEAP) study found that industry leaders spent more making use of their business’s big data than sifting through it themselves. By creating a business intelligence application that does the heavy lifting of analyzing the data for you, creatives can spend more time utilizing that data to produce more tailored and meaningful content for their consumers.
  3. Recycle results: Regardless of which marketing vertical your next project falls, a business intelligence analyst can help take the results of your last campaign and help turn them into fuel moving forward. When examining the success of an experience marketing venture—a recent study found this vertical resulted in 93 percent of consumers voluntarily submitting their email information—professionals must ask themselves, what’s next? A business intelligence application can help report, file and organize this data into information that can be readily accessed for future projects in email marketing, social media and digital marketing projects. Rather than conducting new research for each venture, marketing departments will see increases in efficiency and productivity by recycling the valuable information they already own.