Data is on the frontline of delivering the UK’s 2050 net-zero carbon target.
From smart energy management to smart charging, a digital transformation is underway.
Take Google’s DeepMind project, which used artificial intelligence and machine learning to reduce Google’s data centre cooling bill by 40%.
Analysing complex information to enable data-led decisions can significantly reduce a company’s carbon footprint and save money.
The same approach should be applied to your strategy for growing customer numbers.
Data-driven marketing saves money and grows income
Google research shows that advertisers who have adopted data-driven marketing strategies are reaping considerable rewards: up to 30% savings on costs and 20% growth in income.
But only 2% of businesses are taking full advantage of the opportunity, the study reveals.
Digital activity is not carbon neutral, so using the latest techniques to make as much impact as possible with finite resources is essential.
Here’s the framework Google is promoting to support digital transformation – the 5As model of data-driven marketing:
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Audience
Identifying and engaging the right people
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Assets
Offering the best possible customer experience
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Access
Maximising the reach of your messages
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Attribution
Measuring the value of each point of contact
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Automation
Simplifying operations and improving performance
Maite Gomez Fraile, Google Spain Industry Head, says:
By mastering these five principles, brands will equip themselves through digital transformation by offering complete experiences to their clients.
Each “A” can be continuously honed as you test and learn, but it’s a useful framework for a sustainable approach to business growth.
How to apply this to your own business
Don’t have time to go through the learning curve on this? The framework underpins how the Sustainable Results Lab works. Let’s talk about how we can help get that increased ROI for you.
