Art-&-Science-Image

Two hundred million. That’s a big number. It’s the number of nerve fibers that connect the right side of the human brain with the left. Without those connections, collectively known as the corpus callosum, important information about sensory, motor, and cognitive actions would be isolated.

If the corpus callosum is unable to do its job, connecting the left side of the brain with the right, creative with analytical, individuals can still function. They may be able to read. They may be able to walk and even speak. They will not likely comprehend what they’ve read. They may not know where they are walking. And their speech may not make sense. The left and right sides of the brain continue to do their respective jobs but performance is impaired.

Just like the human corpus callosum, effective marketing groups share information with all parts of a company’s “brain”. Acting as the corpus callosum, or CC, of marketing, you communicate to both analytics and creative. You can ensure that those responsible for goal setting also have their hands on important metrics, like sales and ROI. You can ensure that those planning future actions are also focused on clearly defined goals, pulling toward the same results. And as the marketing CC, you can make sure that all departments are aligned with budgets, understanding not only who gets what, but also what to do with it once they get it.

A company can have the sharpest forecasting people on the planet, but if the fruits of their labor are not communicated to other key departments, it just doesn’t matter. If a department is happily operating within its own sphere, but without communications regarding effectiveness or impact, how will they know whether the needle moved against the competition as a result of their efforts?

Imagine, if you will, that your corporate corpus callosum gets severed, essentially cutting off all avenues of communication from the marketing arm of the business. The lights are still on, but not in the marketing department. That means there will be no incoming marketing or customer data. No PR. No search. No advertising. No information regarding the relationship between marketing and sales. No correlation between corporate activities and their importance in connecting customers with products, services, or sales.

Sales that continue without assistance from the marketing department are considered the base momentum. The longer marketing remains disconnected, the deeper the dive in that base as your company continually loses sales and market share. Depending on the strength of your brand, it’s only a matter of time before all signs point sharply south.

Current technology delivers massive data. Storing, sorting, interpreting, and communicating that data, groomed with good math and science, is key to highlighting the most successful marketing channels. Communicating that powerful information among departments sets the foundation, identifying important channels that drive sales and profits.

This big, fast data encourages left-brain analytics to drive right-side creativity, pointing the path to optimized resources. When intelligently analyzed, shared, and tested, marketing analytics can work to direct product development, define media mix, and refine marketing messages, improving conversion rates by more than 20 percent. Add localized geographic messaging along a consistent overall theme, and marketing can really connect on all of its channels.

Collect. Analyze. Refine. Communicate. And win. You’ve got 200 million ways to do it.

 

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