Discover new horizons in personalized marketing with expert-backed strategies using unconventional data sources. This article sheds light on 16 distinctive data reservoirs that can transform the way content connects with audiences. Gain a competitive edge by harnessing insights from seasoned professionals on leveraging these untapped resources.
Analyze Support Ticket Trends
One of the most unique data sources I’ve used for personalizing marketing content came from analyzing support ticket trends. At first, it wasn’t an obvious choice; support tickets typically highlight problems rather than opportunities. But as I delved deeper into the data, it became clear that this source could offer insights no other channel could provide.
This was during a project with a SaaS company offering project management tools. The support tickets revealed recurring user queries about specific features-like integrations with time-tracking apps and automated reminders. While these weren’t the platform’s most promoted features, it was clear they were highly valued by the users actively engaging with the tool.
Instead of focusing on generalized marketing campaigns, we personalized the content based on these insights. We created email drip campaigns that highlighted how users could maximize their experience with these features. For example, one campaign walked users through setting up time-tracking integrations step by step. Similarly, blog content was developed around “how to automate your project management workflow,” targeting these pain points.
The results were astounding. The open rates for these targeted email campaigns were 40% higher than our standard campaigns. More importantly, feature adoption rates for the highlighted tools increased by 25% within the first quarter. This not only boosted customer satisfaction but also reduced the number of repetitive support tickets by nearly 30%.
What I learned from this experience is that personalization doesn’t always come from traditional data sources like user demographics or purchase history. Sometimes, the most actionable insights come from digging into unconventional channels, like support interactions.
If you’re looking to truly personalize your content, my advice is to listen where most don’t-your customers are already telling you what they need, even if it’s through a support ticket.
Priyanka prajapati, Digital Marketing Executive, BrainSpate
Leverage Google Ads Remarketing
Using Google Ads to leverage remarketing audiences is a game-changer for SMBs. Ensuring all services and web pages are included in your campaigns enables you to track and gauge where interest lies most effectively. For instance, while one service performed better in paid search, another gained traction organically. Remarketing audiences allowed us to tailor ads to users based on interactions, driving more visits to underperforming pages. This strategy boosted engagement across the site and helped identify which services resonated most with potential customers, leading to optimized resource allocation and better conversion rates.
Mike Zima, Chief Marketing Officer, Zima Media
Utilize Post-Purchase Behavior Data
A unique data source I’ve successfully used for personalizing marketing content is post-purchase behavior data. While most marketers focus on pre-purchase interactions, analyzing how customers engage with products after purchase provides deeper insights into their preferences and needs. For example, tracking data such as product usage patterns, reviews, and repeat orders can reveal opportunities for personalization that resonate more effectively.
For a client in the home appliance industry, we implemented a strategy where post-purchase data was used to create highly targeted email campaigns. Customers who purchased a coffee maker, for instance, received follow-up emails with tips for optimal use, recommendations for complementary products like coffee grinders or beans, and reminders for maintenance accessories like filters.
The results were significant. Email open rates increased by 25%, and click-through rates doubled compared to generic campaigns. Additionally, the personalized recommendations contributed to a 20% boost in repeat purchases and an overall increase in customer satisfaction, as evidenced by higher Net Promoter Scores (NPS).
This approach underscored the importance of leveraging data that reflects customer behaviors beyond the initial purchase. By tapping into post-purchase insights, we were able to create content that felt truly relevant and valuable, deepening customer relationships and driving measurable business outcomes.
Eugene Mischenko, President, E-Commerce & Digital Marketing Association
Extract Data From Learning Management System
We tapped into an unusual source of data to improve our marketing content: our own learning management system (LMS). Previously, this platform was primarily used to manage student activities and coursework and wasn’t typically regarded as a source for marketing material. However, we realized it held exceptional value in understanding our students’ learning patterns and preferences, thus allowing us to personalize our communication and campaigns.
We extracted anonymized data about course engagement, difficulties encountered, and most popular modules or lectures. This data was then used to tailor our marketing messages, helping prospective students visualize the potential learning experience and emphasizing the support systems we have in place to resolve the challenges identified. The results were impressive: we saw an increase in course sign-ups by 30% and improved our course completion rates by 20%. Most importantly, the feedback revealed that our personalized marketing made students feel understood and valued, further solidifying our commitment to being a student-centered institution.
Greta Maiocchi, Head of Marketing & Admissions, OPIT
Use Interactive Quiz Data
One unique data source I’ve used for personalizing marketing content is user behavior data from interactive quizzes. We integrated quizzes into our marketing campaigns to gather more specific insights into our audience’s preferences, needs, and pain points. Instead of relying on generic demographic data, the quizzes allowed us to ask targeted questions that directly related to the product or service we were promoting.
This type of data provided a much deeper understanding of individual customers, allowing us to create highly personalized and relevant content that spoke directly to their unique situations.
For example, during a campaign for a health and wellness brand, we implemented a quiz on their website that asked users about their fitness goals, dietary habits, and lifestyle preferences. Based on their responses, the quiz would segment users into specific groups and then deliver tailored content, such as product recommendations, workout routines, and diet tips. The beauty of this was that each user received content that felt curated specifically for them, rather than a one-size-fits-all approach.
The results were impressive. We saw a 30% increase in engagement with personalized content compared to generic content in previous campaigns. Additionally, the conversion rate on product recommendations was significantly higher, with users who received tailored suggestions more likely to make a purchase. This data-driven personalization not only boosted immediate sales but also helped build a stronger relationship with the audience by providing them with content that felt genuinely useful and relevant to their needs.
By using behavioral data from interactive quizzes, we were able to personalize the experience in a way that traditional demographic targeting couldn’t match. This approach allowed us to connect with customers on a deeper level, improve engagement, and ultimately drive higher conversions. For any brand looking to create more personalized content, leveraging interactive tools that gather specific insights from users can be a game-changer in terms of effectiveness.
Georgi Petrov, CMO, Entrepreneur, and Content Creator, AIG MARKETER
Tap Into Auction Sales Data
One unique data source we’ve tapped into is auction sales data for heavy equipment. This gave us detailed insights into market trends, such as what types of equipment were in demand, their age, and their value fluctuations across different regions.
By integrating this data into our marketing, we were able to craft highly personalized content that spoke directly to our audience’s interests and challenges.
We created a campaign targeting contractors who frequently buy and sell equipment at auctions. Using regional trends from the data, we personalized email outreach to highlight how our valuations could help them make better decisions about timing their purchases or understanding the true value of their fleet.
The content was tailored to each region, showcasing equipment categories that were especially active in their area.
The results were striking. Open rates and click-through rates improved significantly, and inquiries from contractors in those regions increased by 41% compared to generic campaigns.
Personalizing our content with this level of specificity improved engagement and positioned us as experts who understand the market dynamics. It’s a perfect example of how using the right data source can create meaningful connections with your audience.
Tracie Crites, Chief Marketing Officer, HEAVY Equipment Appraisal
Track Instructional Video Views
Tracking which instructional videos customers watched after purchasing revealed a unique way to tailor our content. We found that users who watched tutorials focusing on advanced techniques often returned to purchase accessories or complementary products within a few weeks. Using this data, we sent personalized follow-up emails featuring tips and additional resources specifically related to the techniques they were exploring. This led to a significant increase in upsell conversions and improved the overall customer lifetime value.
I think focusing on post-purchase behavior, especially how people educate themselves about a product, is incredibly powerful. For me, these insights offer a direct window into their goals, allowing us to offer solutions that feel relevant and genuinely helpful.
Katarina Mirković Arsić, Content Marketing Manager, Recharge Health
Analyze Amazon Search Query Data
We used search query data from Amazon’s A+ Content and paired it with reviews to personalize marketing strategies. Customers’ words revealed what mattered most—like “durable for kids” or “easy to clean.” Instead of guessing, we spoke their language, and it hit home. Engagement shot up because we gave them exactly what they were already searching for. Don’t overthink it. Dig into feedback where your audience is talking. Whether it’s reviews, comments, or even questions they ask online, the gold’s already there. Translate those into content that feels custom-made. People notice when you’re paying attention. It’s not magic—it’s listening.
Natalia Lavrenenko, UGC manager/Marketing manager, Rathly
Monitor Social Media Sentiment
One unique data source we’ve leveraged is audience sentiment analysis from social media listening tools. By monitoring real-time conversations and feedback across platforms, we identified specific emotional triggers and trending topics within our target demographics. For example, during a product launch campaign, we noticed a surge in conversations about eco-consciousness and affordability among our audience.
Using this insight, we tailored our messaging to highlight cost-effectiveness alongside sustainable practices, creating ad content that directly addressed these concerns. The result? A 35% higher click-through rate and increased engagement compared to previous campaigns. This experience reinforced that personalization isn’t just about demographics—it’s about understanding the evolving emotions and values of your audience.
James Hacking, Founder & Chief Playmaker, Socially Powerful
Leverage Webinar Q&A Data
We’ve had success gathering and analyzing data from webinar Q&A transcripts, which is a relatively untapped goldmine of real-time feedback and questions directly from our target audience. By collecting these questions over several sessions, we started to see recurring themes and language patterns that let us tailor our marketing content—everything from email sequences to blog posts—to address specific concerns and knowledge gaps.
As a result, we saw stronger engagement metrics across the board. Open rates for follow-up emails jumped significantly because the subject lines and previews spoke directly to the pressing questions people had raised. More importantly, we noticed a marked improvement in conversion rates on landing pages tied to these topics. As we started leveraging webinar Q&A data, we were able to deliver genuinely personalized content that let prospects know we heard their questions and were equipped to provide answers.
Kristin Marquet, Founder & Creative Director, Marquet Media
Analyze Customer Feedback and Surveys
As a content writer, I’ve leveraged customer feedback and survey responses as a unique data source for personalizing marketing content. By analyzing direct input from customers—such as their preferences, challenges, and frequently asked questions—I’ve been able to tailor content that addresses their specific needs and pain points.
For example, after identifying recurring concerns about product usage through surveys, I created a series of how-to guides and targeted email campaigns addressing those topics. This approach not only increased engagement rates by 25% but also reduced customer support inquiries significantly.
Additionally, using feedback allowed me to craft relatable stories and case studies, building a stronger emotional connection with the audience. This personalized approach resulted in higher click-through rates and fostered greater trust between the brand and its customers.
Alka Gupta, Content Marketing Lead, Smartlead.ai
Use Social Media Interaction Data
We used social media interaction data as a unique source for personalizing marketing content. By analyzing comments, likes, and shares, we gained insights into our audience’s preferences and pain points. This data allowed us to tailor our messaging and offers to align more closely with user interests and behaviors.
For example, by noticing frequent mentions of a particular feature, we highlighted it in targeted campaigns, resulting in a 20% increase in engagement and higher conversion rates. Personalizing content based on real-time social interactions not only enhanced our connection with the audience but also drove more effective and meaningful marketing outcomes.
Nikita Baksheev, Head of Marketing, Ronas IT | Software Development Company
Utilize Social Media Polls
Social media polls gave us real-time insights into evolving customer preferences. People openly shared what features, solutions, or content styles they preferred. We tailored blog posts and email campaigns based on those micro-trends directly. The authenticity of this crowd-sourced input made our marketing feel more relevant and dynamic.
Social poll-driven content generated twice the click-through rates we’d expected. Campaigns reflected the audience’s preferences almost in real-time, creating incredible engagement. People appreciated being part of the content creation process, driving stronger brand connections. The feedback loop between polls and personalized campaigns fostered deeper customer trust.
Marc Bishop, Director, Wytlabs
Analyze Backlink Data
I’d say that backlinks can serve as a hidden goldmine for personalizing your marketing content. With the help of tools such as Ahrefs or SEMrush, you can find out exactly which blogs, articles, or web pages are linking to your content. Your backlinks provide more than just SEO; they also reveal what interests your audience, as well as other creators in your industry.
For example, if you see that an in-depth case study on your website is being linked by multiple blogs that cover customer success strategies, you know that this type of content resonates. Use that insight to adapt more of your future work around same-or similar topics or to elaborate on those subjects for further insight. Knowing how others are connecting with your content keeps you up to date and better responds to your audience’s preferences.
Additionally, analyzing these backlinks can help you refine your outreach strategies and partnerships. Imagine discovering that a well-known thought leader in your niche consistently links to your guides or resources. Not only does this make you form relationships with high-level players in your industry, it also gives you the opportunity to find ways to collaborate or if possible, look at writing guest posts for their authority site. These clues make it possible for you to discern trends, tailor your messaging, and strengthen your content strategy.
Matt Harrison, VP of Global Operations & Marketing, Authority Builders
Gather Candidate Feedback From Exit Interviews
As managing partner at a recruiting firm, one unique data source we’ve leveraged for personalizing our marketing content is candidate feedback and insights gathered from exit interviews and candidate experience surveys. While we’ve traditionally used data from clients and candidates to improve our recruitment processes, tapping into these post-placement insights has given us a fresh and deeper understanding of what motivates candidates and how they perceive the value we offer.
By analyzing feedback from candidates after they’ve completed the recruitment process, we’ve been able to uncover patterns regarding their motivations, challenges, and expectations during their job search. This data has helped us refine our messaging to resonate more deeply with potential candidates, as well as tailor content that highlights how we address their concerns, such as work-life balance, company culture, or career growth opportunities.
For example, we noticed that many candidates highlighted the importance of career development and mentorship opportunities when selecting potential employers. Armed with this insight, we created content showcasing our firm’s focus on placing candidates with companies that prioritize mentorship, training programs, and career progression. We also began sharing testimonials from candidates who had grown within their placements, highlighting success stories that aligned with what candidates were looking for.
The results have been impressive. Our content engagement has increased, with more candidates reaching out to us for opportunities. We’ve also seen an improvement in the quality of candidates we attract, as those who engage with our content are better aligned with the roles we fill. Additionally, this personalized approach has strengthened our brand’s reputation, as candidates feel like we truly understand and prioritize their needs, making them more likely to engage with us for future career opportunities.
Megan Mooney, Managing Partner, Vetted
Study LinkedIn Post Engagement Patterns
We tapped into an overlooked goldmine: LinkedIn post engagement patterns. By analyzing which industry topics sparked meaningful discussions among our target CEOs, we crafted hyper-relevant content that addressed their evolving challenges. This approach tripled our B2B engagement and led to a 65% increase in qualified leads. Success lies in reading between the digital lines.
Samuel Thimothy, Co-founder, OneIMS
Brett Farmiloe is the founder of Featured, a Q&A platform that connects brands with expert insights.
Personalized marketing stock image by Gorodenkoff/Shutterstock
