Marketers are becoming increasingly intrigued by the world of analytics and hyper-aware of the incredible benefits that a business can reap from digging into its data. This newfound interest is great news for companies, as the union of marketing and analytics spells repeatable success for organisations looking to grow, reach new audiences and improve marketing strategy - all while keeping close tabs on what the data is telling them.
However, there are a few pitfalls I find marketers often stumble upon as they navigate the unfamiliar territory of ‘geek-speak’, codes and databases. Here are two important points for marketers to keep in mind as their organisations make the transition towards being truly data-driven:
1. Process is king.
There is inherent value in a good process, but nowhere is it more crucial (and more forgotten!) than in the formation of a collaborative relationship between marketing and analytics. These two groups of employees can often run into communication issues when an organisation lacks strong governance, processes and frameworks.
There needs to be a person (or group of people) who decides what needs to be done, a way to remove friction and a method for implementation - these processes need to be scalable and repeatable to make sure you don’t have to start over every time you begin a new project. You’ll also need robust knowledge management, confirmed timeframes, an arsenal of templates and the ability to prioritise ideas and capture intellectual property to ensure what you’re producing is truly actionable.
Here’s the best news for you marketers: a well-designed process can ensure the analysts deliver insights rather than raw information, meaning you won’t have to sift through as much tech-talk to get to the meat of what they’ve uncovered. Such a process should ask questions that will give the analysts the direction they need to deliver you the insights you need - What are we trying to achieve? What do we want to know? What will we do with this data (can we control it)? What are we analysing and why? The answers will guide both you and your analysts toward the results you’re after.
2. Don’t forget to be a human.
In the rush to jump on the analytics bandwagon, many marketers lose themselves in the numbers, statistics and data jargon that are becoming so commonly thrown around in the workplace. As great as it is to become educated about analytics, don’t forget that you’re not trying to become an analyst - you’re trying to translate their discoveries into actionable insights.
Bring in the human voice and be an advocate for the customer experience that you’re wanting to optimise through your analytics. The analysts’ job is to dig into the data to deliver gold nuggets of information, and your job is to implement them in ways that will optimise campaigns and effectively showcase your brand to the world.
To make a long story short, the marketer’s job in 2018 needs to be underpinned by data but not replaced by it. Never forget that people relate to people, not to numbers or lines of code - use the insights you get through analytics to give your customers a story worth engaging with. To learn more about the relationship between marketing and analytics, modelling in particular, check out the resource page to the right.
ABOUT THE AUTHOR: MATT WILKINS (PARTNER)
Matt is a passionate advocate for using data-driven intelligence to identify and address business challenges. A big supporter of implementing analytics in Marketing, Matt has the expertise to balance the technical, commercial and cultural considerations required to derive value from analytics.