Your Marketing Data Has a Story to Tell — Are You Listening?

The old cliché says every picture tells a story. The question is — do you have a complete picture of your customer? And do you really hear all the stories they’re telling? Today’s consumers use many different devices, and there’s new channels to listen to every year. It can seem like a lot, but it gives marketers an opportunity to use data analytics to gain a deeper understanding into their audiences if they learn to keep their ears out.In Why a Data and Analytics Strategy Today Gives Marketers an Advantage Tomorrow, Matt Lawson, Google marketing director, and Shuba Srinivasan, a Boston University business professor, look at the ways in which it’s more important than ever for businesses to embrace data analytics. For companies of all sizes, the time is now: With the right tools, strategy, and outlook, your organization can turn noisy data into a symphony of insights.“We live in an always-on world. That’s an enormous challenge for marketing organizations, but one with a huge upside if they can turn data into insight,” explains Srinivasan, Adele and Norman Barron Professor of Management at the Boston University Questrom School of Business.The article explores ways that companies can build stronger data strategies to navigate today’s digital landscape. Some key topics include:How analytics reveal the ways customers move between devices and channelsHow to work across teams to build a cohesive cross-channel strategyThe advantages of integrating your marketing and advertising technology stackHow to identify and break down data silosAll of these points are worth a deeper dive, but they boil down to one message: You need to listen to what your data’s telling you. Analytics isn’t a spectator sport, where you can watch from the sidelines as your team plays ball. To be successful, you need to be in the mix, applying data-driven principles to what you do every day.It’s not as hard as it sounds. Get back to basics and use the scientific method: Make an educated guess, run a test, and hear what the data says. Starting with the team leader, if the entire team can become comfortable with data-backed trial and error, you’ll see real results.Want to see the many ways shared data can provide insights and boost the performance of your business? Download The Data-Driven Marketer’s Strategic Playbook.Posted by Matt Earp, Content Marketing Strategist, Google Analytics team

Source: Google Analytics