Learn how data lights the way forward for agile marketing.
- For most of us, seeing in the dark is hard if not impossible. We need some light to help make out shapes and what direction we should take. The same is true for marketing performance. If we can't see how well marketing is working, how do we make out the kind of business impact that we're really making? But this is how most marketers operate today. We did some research and we talked to over 400 marketers. Nearly every one of those marketers agreed that having a clear line of sight between marketing activities and business results is critical.
Still most of those same marketers do not have that level of data today. A chief marketing officer that I really respect recently said that marketing is changing right in front of our eyes and that change is being driven by data. So how does the data actually provide this function? How does it drive these changes? How does it light the way forward? Think of it this way. Almost everything we do in marketing in terms of running campaigns and building brands, it has to do with output. We create commercials and we broadcast those to the world.
We create headlines and we present those to our market. We create new brand extensions, and we introduce those to new markets. Output, output, output. But what do we get back? As a result of the right output we experience outcomes and preferably positive outcomes, and outcomes that will really build our brand equity, and really build our companies. What we get back is business value. Output creates outcomes. What the data allows for us to do is to get smarter and smarter every day about those outputs and their outcomes, so we can hone in on those triggers that drive the most value.
That's really how data creates these changes. That's how data lights the way forward. But, it doesn't do it alone. As marketers we have to become more, dare I say, comfortable with the data. Not just at face value because all marketers consider data, look at data, put the data in their reports, but we need to get comfortable with data on a much deeper level. Here's another way to put it, think about kids. Say, kids in a classroom where there are beakers and chemical and such.
That's right, imagine yourself back in chemistry class. Kids are great at being curious about how the world works. They'll mix things together just to see if they can get a reaction. They push the boundaries just to see really how things work, how the world works. That's what data does, too. It explains how things work. What you have to do is know how to use the data to make sense of things. A recent report suggested that the demand for citizen data scientists over the coming years will exceed the need for just data scientists by five to one.
And my thought is that those numbers are more likely to be 10 to 1, if not 100 to 1 for marketers. So the increasing expectation is that marketers need to be able to crunch the numbers and make heads and tails of their data. All of the business intelligence tools, all of the data warehouses, all the articles about big data from the past few years, really does signal a C-change. And you need to become a citizen data scientist to get the most from those changes.
- Who needs agile marketing?
- Triangulated vs. circular workflows
- Core values of agile marketing
- Data's role in marketing
- Analytics for agile marketing
- Reviewing best practices for data-driven marketing
- How to effectively bring a team together
- Using agile marketing tools