This is the begin­ning of a long jour­ney. Recently, I stated clearly that run­ning dig­i­tal mar­ket­ing cam­paigns must begin with insights from data. It’s a bold state­ment, and it would make a nice vision for a pic­ture post card on dig­i­tal mar­ket­ing. Ah yes, the rays of sun beam­ing down from on high … won­der­ful vision.


How can you estab­lish this Zen-like state with your cam­paigns and data? We will reveal strate­gies for mar­ket­ing teams that wish to avoid the trap of data paral­y­sis. By doing so, you can start on your jour­ney to a place where insights from data will direct a clear approach to all dig­i­tal mar­ket­ing campaigns.

A sur­vey by The Econ­o­mist Group helps to define data paral­y­sis and sheds some light on its consequences: “In our sur­vey of 607 senior busi­ness lead­ers, a major­ity of 63% indeed report that they’re “strug­gling” with greater amounts of data, but an even larger share – 85% – say the prob­lem is less the vol­ume, but more their orga­ni­za­tions’ inabil­ity to ana­lyze and act on the data in real time.”

Your own com­puter expe­ri­ences will help you under­stand data paral­y­sis. How much frus­tra­tion have you suf­fered at the hands of your own com­puter? Your first reac­tion is … “stu­pid com­puter.” Think about this state­ment. Com­put­ers are a tool. The tool will only do what you tell it to do. If you tell it to do the wrong thing, it will obe­di­ently do the wrong thing.

The same is true when you mine data to reveal insights into your cus­tomers’ needs and desires. If you pre­pare a data query that has no rel­e­vance to the task at hand, mean­ing­less infor­ma­tion is returned that will cloud and obscure any insights you might have gained. You will fall into an end­less loop of con­tin­ual pro­cess­ing that will not illu­mi­nate use­ful insights. “Stu­pid data.”

Data will self-perpetuate if you effec­tively build capac­ity from the start. All mar­ket­ing efforts begin with the com­mon step of set­ting data-driven goals for suc­cess. You must get into the habit of mon­e­tiz­ing the data you have already collected.

The process begins with a mar­ket­ing plan­ning stage. Future posts will help us sort this out. I’ll pro­vide con­crete case stud­ies, reveal rel­e­vant tools, and describe inter­nal busi­ness processes that must be in place if you have any hope of meet­ing your goals and objectives.

The the­ory of SMART (spe­cific, mea­sur­able, attain­able, rel­e­vant, and timely) data will soon become irre­place­able in your day-to-day life and tasks. By apply­ing this type of crit­i­cal think­ing to your data analy­sis, you will cre­ate the foun­da­tion of a closed-loop data evaluation/reevaluation process. You will develop skills that will help you reach your goals. You will eas­ily reveal evi­dence to prove ROI. Best of all you will be lay­ing the foun­da­tion for the best way to gain insights into your data and enable your­self to avoid paralysis.

Cereus Graphics
Cereus Graphics

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