Your Marketing Data is Useless. Here's Why:
This dashboard probably looks very familiar to you. You might have five or six dashboards you’re watching for ebbs and flows, spikes and surges. Maybe you have a very advanced process that involves downloading data into Excel and mashing different channels together. But that doesn’t sound very advanced, does it? Manual data entry? Staring at four online dashboards, commenting on "this one is up, or this is down"? There’s nothing advanced here. It doesn’t tell you how people responded, how their interactions lead to anything. Do you let your marketing data impact future creative decisions? If it's not producing marketing intelligence, your marketing data is completely useless.
The biggest fraud in marketing is the dashboard. It’s pure information overload. It gives you everything you think you need, except it doesn’t tell you anything. It hides real data. It lacks trust and quality checks. It’s probably old and stale. For that reason, you don’t really pay attention to it. It might be ‘up’ or ‘down’ but what does that really mean? There’s no context to a single tool’s dashboard. It’s always designed to look visually pleasing, but it doesn’t show you what you really need to know.
Marketing analytics aren’t the same as marketing insights. Data for data’s sake is completely pointless. Truly data-driven decisions are made by rock-solid marketing data influencing future marketing work. It’s not automated, robotic work. It’s personalized, data-rich creative, shaped by actual events that can be pointed to and tracked in one place. This is advanced marketing.
Here’s what we’ve found from partnering
with marketing departments and agencies:
1. Understand the business – Not just a couple questions about what metrics you currently track. This means a series of discussions about what your goals are, where your business is going, what a piece of data really means. This part takes time but it’s crucial to part four.
2. Co-building – This doesn’t mean you’re coding cubes or modeling data, it means you stay involved in the process, so you and your team understand the final product. You know what happens when data goes in. Why raw data looks like this but not this when it comes out. You have full trust in the solution.
3. One dashboard – Simplicity through connection. All your data is connected together, all in one place. This shows not only ‘up’ and ‘down’ but how one platform influences another, campaign interactions over time, drilling down deep into the data. The goal of a single dashboard isn’t to mash all your data together, it’s to connect all your marketing activities under one roof.
4. Use the final product – This is how it sticks. No solution is successful without people using it. The team trusts the data, the dashboard is transparent and shareable. Is it easy to use, is it seamless for you, or is it a pain? Next is really using it. Watching how your activities influence your users and taking that to future activities. You can confidently say, “we did this because we know our users respond well to this.” Really using the final product is where the insight comes from.
Jack Swift is the Marketing Administrator at Beyond Impact.
Apart from a love of technology marketing, he spends his time
biking, climbing and looking at a lot of dashboards.