ClickZ: Dos and Don’ts of Becoming a Successful Data-Driven Marketer
DO tear down the walls to collaborate.
Data can very easily be misinterpreted or manipulated to tell vastly different stories. Make sure that everyone is pointed in the right direction by collaborating with analysts at the onset. Map out how your data can and should relate to business objectives. Define clear and quantifiable metrics of success. Finally, marry this up with the longer-term vision to ensure your desired outcomes are clear and any incremental performance goals are defined.
DON’T forget it’s a work in progress.
The world is constantly changing and so your data analysis and insights need to adapt. Unfortunately, there’s no such thing as a “set it and forget it” approach to data-driven marketing, so adapt your processes to include regular check-ins and re-evaluations that you’re headed in the right direction. Critically evaluate your data and make sure to include new platforms and data points as they become available. Finally, make sure your talent is trained and constantly learning how to best leverage this new and evolving data as technology moves rapidly ahead.
