Data in Marketing

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Its been a while since I talked about this subject. Data is subjective. That is fact. You can twist and turn it anyway. That’s why data isnt the Bible. Its stories. Stories work and are scalable. Thats what data doesn’t track away. I’ve been priveledged to see sales numbers, valuation data, metrics for ROI on eccentric ads, and mobile links that pointed to news media outlets for better SEO. Data is everything. But i think we forget the idea of culture. When the company has good culture, a loving way to market and do business, data becomes normalized and is clearer to assume. Otherwise, its all rain-man in the rain. Its just falls from the sky and everything is up for grabs. Human (game rules) also interfere in the data. Example –

Customers from last Q purchased 20% more than this Q, but had a stronger recall on ad spends and copy.

Does that ring a bell? It means that people bought less but they remember you more. What does that mean?

It means that the competition’s got something better or cheaper, but you’re the preferred partner. So you need to act fast and get going.

Now the data wouldn’t have told you that directly. Because there are factors beyond its control.

So really, data all that it is – is numbers derived from a particular set of behaviours based on assumptions.

What matters is what you do with it

Strategy

 

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