Become a data-driven organization. We’ve all heard that before. It’s been a major objective for many companies during the last decade, and some for even longer than that. But what does it mean, particularly for marketing and communications teams? And how do you keep all that data from stifling creativity or having the opposite of its intended effect: creating inefficiencies or bottlenecks.
A quick perusal of recent Adweek articles will tell you all you need to know about marketing teams and data overload. Research from Adobe shows that marketers never access 97 percent to 99 percent of the data they collect because they don’t have the resources to deal with its overwhelming volume. Another recent study found that 99 percent of marketing leaders believe data is critically important, but 62 percent are unable to turn it into insights or action.
So how does one uncover those actionable insights, amid the immense mound of data available? Here are three steps to get you started:
At the end of the day, the business world runs on data and that’s not changing anytime soon. If you want to be successful in your marketing and communications endeavors, you don’t have to become a data scientist, but you do have to embrace the data and make it work for you.
Author: Estera Hayes