From the course: Job Interview Tips for Marketing Managers

How to approach this question

From the course: Job Interview Tips for Marketing Managers

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How to approach this question

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- Data is a marketer's best friend, especially before diving into a marketing campaign. It can help you construct a more informed marketing strategy and justify your decision making to yourself and other collaborators at the company. When asking this question, the interviewer is looking to understand how you use different sources of data to inform a campaign's goals, structure and audience. They are actively assessing your analytical skills, resourcefulness and comfort level with continually using data to improve your results. First and foremost, a strong starting point is reviewing internal data or first party data, as this is the customer data you have direct access to. You want to highlight where this data comes from, whether it's your CRM or Google analytics, and the unique benefits of referencing this data before launching a campaign. Another data source to discuss is gathering external data from publicly available sources like think tanks, consulting firms, surveys, customer interviews, and more. Again, go into a few details here, like how you once referenced the small business administration's database to inform a campaign on employment in manufacturing. After mentioning both types of data, share specific examples of how you use data from different sources to inform a campaign for the better. This is an opportunity to showcase that you not only understand data analysis but that you have experience making decisions based on data. To drive this home, reflect on why referencing multiple data sources for a campaign is beneficial, as it indicates that you get that no single source of data provides the full picture. While there's no perfect mix of data sources to mention, it's more so talking through your thought process and the research you'll conduct as a part of your analysis. The interviewer wants to see that prior to a campaign, you'll take the initiative to reference multiple sources of data and hopefully make smarter decisions at each step.

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