PSM Show Ep 12 Blog YT


Data-driven marketing is used widely in the private sector but not so much in the public sector.

In fact, many agencies still struggle with the 'if and why' we should use data for improved targeted messaging. So in episode 12 of the Public Sector Marketing Show I discuss: 

  • > What is data-driven marketing? 
  • > Why government and public sector agencies should be leaning into it 
  • > How data-driven marketing works in practice 
  • > I speak to Rob Thurner, a specialist in digital transformation who works with government agencies on data-driven marketing strategy

If you want to learn more about how to leverage data-driven marketing in your agency, then stay tuned!


Data-driven marketing is used widely in the private sector but not so much in the public sector. | #DataDrivenMarketing #DataDrivenDecisionMaking #GovernmentData #publicsectormarketingproClick To Tweet


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Joanne’s Column

What is data-driven marketing and why you should care

In today’s column I’m giving you a mini masterclass on data-driven marketing. It really is an under-utilised strategy in government and public sector. But as more public sector marketing pros develop their skills here here’s what your marketing will look like. 

The OECD compiled a useful study called: The Path to Becoming a Data-Driven Public Sector

It says: 

“Twenty-first century governments must keep pace with the expectations of their citizens and deliver on the promise of the digital age. Data-driven approaches are particularly effective for meeting those expectations and rethinking the way governments and citizens interact. This report highlights the important role data can play in creating conditions that improve public services, increase the effectiveness of public spending and inform ethical and privacy considerations. It presents a data-driven public sector framework that can help countries or organisations assess the elements needed for using data to make better-informed decisions across public sectors.”

I’ve developed an infographic to explain who data-driven marketing can support the digital transformation of government and public sector.

Do you use data-driven marketing in your agency, I’d love to discuss it. Tweet me at @JSTweetsDigital.


What Data Driven Marketing Looks Like in Practice

  • > Define your goals
  • > Understand the target demographic and their micro-moments i.e. demographic, behaviour, motivation
  • > Line up your data sources i.e. website, CRM, social, surveys, accessing public services, behavioural 
  • > Select digital marketing channels 
  • > Serve relevant content 
  • > Measure success as a series of smaller steps
  • > Use PPC to get test, learn and scale
  • > Assess the impact of industry changes on your own campaigns


In this episode I speak to Rob Thurman, CEO of Burn the Sky Digital Consulting.

Rob is a digital strategist and facilitator specialising in Digital Transformation, Customer Journey Mapping, Agile Innovation, User Experience, Website Optimisation, and Mobile Marketing. He works with government clients to develop the skills and capabilities their teams need to thrive in the digital age. 

Rob and I have worked together as facilitators for Google’s Digital Academy.


To learn more about data-driven marketing, download the OECD report here: The Path to Becoming a Data-Driven Public Sector

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Thank You for Listening!

Thank you for tuning into episode #12. If you are a regular listener, please rate and review our show.

Don’t forget to get in touch with your questions. I love hearing from my listeners, don’t be a social media stranger. Tweet me at @JSTweetsDigital

If you would like to be a guest on the show, please get in touch. Email Joanne at

If you haven't already, please subscribe to The Public Sector Marketing Show or your preferred podcast platform.


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