Description: Random thoughts on marketing and technology related to Apple and other tech companies.
This is very true. The "art" and "science" that requires actionable data lean more to the art side in most marketing departments. The biggest change is to respect what data can bring to the equation. Many marketers don't respect data, they respect their gut and soft metrics like awareness. While data doesn't solve all problems, it helps inform direction. It helps decide what is happening with the customers you are trying to target, plus the ones that you aren't targeting and whether you should.
I like the statement of staying laser-focused on getting the right message to the right customer at the right time. Too many times teams lose their focus and start drifting on to answers that are either easy or different from the most relevant topics. Understanding what data is saying is more valuable than having the person who can put the report together. Money is made by providing the insight to the data, that is what I look for in my team. But don't forget to have the guy that can put all the data to
Changing a culture is a journey. Teaching the team about why decisions are made from looking at the data and what the thought process for coming to the conclusions is critical in building the data culture. No matter how smart a person is, if they don't understand the thought processes of decisions they will never be able to take leaps with the data. If they understand what to look for in data, they beginning asking the right questions and delivering recommendations along with their questions.