What “Data-Driven” Media Strategy Really Means Today

“Data-driven” marketing is about proactively leveraging insights to make strategic decisions. But what defines a truly data-driven media approach?

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Insights from Industry Experts

We spoke with experts Scott Blessman (VP Analytics, Goodway Group), Laura Beaupre (President, Look Listen), and Josh Perry (Digital Media Supervisor, Look Listen) to understand true data-driven marketing:

Scott Blessman - Media — Scott Blessman

**VP Analytics**
Goodway Group

Laura Beaupre - Media — Laura Beaupre

**President**
Look Listen

Josh Perry - Media — Josh Perry

**Digital Media Supervisor**
Look Listen

Key Elements of a Truly Data-Driven Strategy:

Defining Data-Driven Marketing:

Scott Blessman, Goodway Group, shared that true data-driven strategies proactively leverage predictive modeling, historical insights, and scenario planning, allowing marketers to anticipate and optimize outcomes before media spend occurs.
Laura Beaupre and Josh Perry, Look Listen stated that being data-driven means actively managing campaigns, deriving continuous insights for actionable optimization, and aligning closely with broader business goals.

Prioritizing the Right Data:

Scott Blessman, Goodway Group, advises marketers to prioritize first-party data, historical performance data, seasonal trends, and local market insights for precise planning.
Laura Beaupre and Josh Perry, Look Listen, make sure to include downstream business metrics like lifetime value, qualification rates, and close rates for deeper insight and actionable results.

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Blog

What “Data-Driven” Media Strategy Really Means Today

“Data-driven” marketing is about proactively leveraging insights to make strategic decisions. But what defines a truly data-driven media approach?

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Industry Blogs, Marketing Industry/TrendsSetup - marketing matchmakersJuly 21, 2025media company, mediaComment