Most marketers grapple with data in all its forms every day.
It’s flooding in from multiple sources in every organisation and it’s not getting easier to work with – in spite of the rise of marketing automation, salesforce automation, customer relationship management and financial management software. AI and machine learning will add to the noise, generating more data and insights which need to be assessed and used or discarded depending on the context.
If anything, the reliance on these platforms has made data a master rather than a slave – and not a particularly benevolent one.
The ability to damage brand, disenfranchise customers and lose prospects can be performed at a scale and velocity previously unimagined. The wrong email to a customer database can be delivered in seconds.
Not that long ago, in many industries, marketers didn’t need to know more than the basics when it came to data collection, management and use. Arguably, FMCG has always been the exception where deep diving data streams from retail outlets was critical for carving out categories, driving sales, maintaining profit and informing product development.
Today, as a marketer if you really can’t pull datasets apart and apply at least rudimentary analysis and management tools, it can be difficult to make a lasting difference in an organisation.
Yet, in our experience, many marketers do struggle with data. Keeping it clean and useable, the basic hygiene factors needed to make it useful, can seem unsurmountable when it simply floods into databases unchecked.
So what’s the answer?
Our short paper, Are you in data denial?, offers some practical pointers to get you heading in the right direction or at least baseline your own organisation’s approach to data control and management, particularly in relation to the marketing function.
When I run my free, two-hour Orientation to B2B social media event every month in Sydney and Melbourne, I point out the dangers involved when companies focus on driving audiences to social media properties rather than their own websites.
There’s a simple reason for this advice. You don’t own your presence on social networks – and your pages can be taken off you, sometimes with warnings, sometimes with none. It’s a bit like building your family home on a block of land you don’t own – it’s not a good idea.
Since 1985, when Recognition first opened its doors, the PR industry has faced many challenges and opportunities.
One of the many secrets to our long-term success, are Recognition’s core operating principles.
It’s not a big surprise that you’re supposed to have a website these days. In fact, there’s probably not a business in Australia that doesn’t have some kind of web page.
However, having an ordinary site (and no-one is saying ours is a work of art) can really kill a sale when you sell high involvement products and services.
I get approached by eager young things looking for an internship pretty much every day. Now, without sounding too self-absorbed I do run a business, I do have a couple of children and I do live in Sydney where the daily commute is enough to make your blood boil – on a good day. And I know I’m not alone when it comes to other agency owners. We’re all under the pump.
Then, in comes an email or a letter from a bright, cheery intern enquiring about the chance to work with us.