The evolving and ever-changing world of data provides you with endless possibilities as a marketer. Data can help you get a clear picture of your consumers’ characteristics, their motivation to use your product, and the best channel to engage with each segmentation on. Data can also provide you with infinite amounts of information on how to target your clients, at what time, and on what channel.
Sounds exciting, doesn’t it? But much like any other rapidly evolving field, data leaves gaps of knowledge that hinder adaptation. If you like the opportunities that this holds for you, but struggle to understand how it all works, don’t worry too much. In fact, less than 50% of marketers define themselves as “sophisticated practitioners.”
So, if you are trying to make sense of your data and don’t know exactly how, this article will help you understand the bigger picture.
More from PostFunnel on data analysis:
The Rise of the Marketing Data Scientist
Will Work For Data: How Brands Can Earn Consumer Trust
The Marketing Benefits of Small Data
The Rational VS Irrational Decision Maker
There are great benefits in data-based decisions, however, human intuition is just as important. While intuition is not rational, it does affect and guide much of our decisions (yes, even the ones that you took a lot of time to think about.)
The question is, should you trust your human flaws or keep the rational data-based approach? The answer is complex but can be presented by 2 well-known dataphobic personalities:
- Steve “Just do your data magic” Smith – is not too familiar with using data. He’s aware of the benefits that it has though – “I know many colleagues that use it and love it!” So, he hires a “data guy” to guide him on how to get it done. Steve trusts the data more than he trusts himself and any non-data based “opinions” are irrelevant to him.
Does this sound familiar? If so, here are some tips for you.
- Firstly, years of organizational experience create extremely important business intuitions. The “expertise based intuition” effect shows that expertise is at the root of effective, intuitive decision-making processes in any
- Secondly, take a step back and make sure you clearly form and grasp your client’s journey. At this point, there’s no need for systems, or data for fact-checking. For now, just understand your client’s story in their different touch points with your company. Don’t worry if it doesn’t break down to concrete data aspects, just make sure it all aligns to a certain
- Finally, don’t be afraid to ask simple questions so that you can feel comfortable using data (on your own) in the future.
2. Hellen “Take your nerdy data points outta here” Franklin – has 25 years of industry experience. She’s the most important team member, the one that can make or break your project! “None of your machines can give you my insights” is the way every meeting starts with her.
Hellen believes that client relationships are personal and can’t be replaced. And yet, she’s right. Brand relationships are largely based on human relationships. Your marketing strategy always stems from your personal experiences with your clients. Quite frankly, data should enhance that knowledge, not hinder it.
Does this sound more familiar to you? If so, here are some tips.
- Find the most important aspects that data can help you in. Using marketing automation is a great first step in seeing the value of your data. It’s a great addition to your in-person touch and if used correctly, it can get you the same results, at scale.
- Customer service is another example of where data can be used. For example, Salesforce and AWS can assist your company’s sales reps in providing them with the most relevant and important resources based on previous clients’ conversations. This can actually add to your personal approach, adding a highly professional touch to it.
In order to form a successful strategy, the right balance between rational and irrational decisions is very important. Client relationships, much like any human relationship, are built on both rational and irrational aspects. That’s why data will always be based on that “extra something” that you just can’t get your data to explain.
To get the most successful results, be sure to understand both sides of the bigger picture. Get to know the people who know how to work in each world separately and make sure you connect them all to the same general strategy.