Many readers may be wondering, at this point, how to create an organization that effectively runs on data-driven insights. The answer? Stop focusing on the “how” of marketing and figure out the “why.” To get there, follow this three-step process:
A scattershot approach to marketing data is no more useful than ignoring it all together. To improve marketing efficiency and predictability, marketing data must be paired with careful analysis and all-around strategy.
Commit your company to a thorough review of marketing data and a true shift of strategy. Make data a driving factor in your new approach.
To make the most of the data you gather, learn to build a team of people who know what to do with that data. Find people with the curiosity to explore all aspects of your findings and the capability to discover valuable insights within data.
This talent may come from other departments within your organization. It may require partnering with a firm or firms that have experience in the field. But whatever it requires, make finding top-notch data analysts a priority. Data points mean little without the skill and drive for interpretation.
If you choose to partner with an outside firm, know how to choose one with the credibility and experience to serve your business well. Ask for case studies explaining past successes. Discuss your goals and ask the firm to discuss a path for getting there. Make sure that this is a firm that recognizes the new marketing landscape and the need for the New Marketing Value Chain.
Today, businesses can’t afford to choose their marketing firm or strategies based on what worked or who was successful even a few years ago. The game has changed. Find a firm that knows today’s challenges and best practices. Only then can you put your brand’s data to its best use and approach true marketing predictability.
Photo credit: NASA via Flickr Creative Commons
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