The devil is in the details. Knowledge is power. Ignorance (in business) is not bliss.

Good, bad or ugly – data doesn’t lie. Businesses must make a conscious effort to have the data critical to their operations readily accessible. Once that data is available,  be sure you understand it and respect what you see by viewing it from an unbiased perspective. Having access to the data critical to your business enables you to better determine future steps and embolden decisions!  

Forbes has declared 2014 Is The Year Of Digital Marketing Analytics and says,

Your Company should strive for an environment of democratized data analysis. Successful data and analytics management is as much about creating the right culture as having the right technology or people.

Culture is often discussed with regards to employee satisfaction and empowerment. A democratic data culture is present if an Organization makes data readily available to its employees and encourages them to use this data to instruct their daily actions.  Decentralizing data accessibility and analysis can minimize the risk of bias and increase forward thinking solutions.

Don’t be sedentary and settle for the data that is already available – it is also important to continuously seek new data points. It’s quite easy to do – you simply have to click your heels together 3 times and chant the popular mantra of so many successful marketers, “Always be testing!”

Test everything and test often – channels, offers, creative, list targeting – but be very structured to control variables and resist the urge to wholly follow instincts even on an idea in which you feel very optimistic.  A/B testing is a tried and true method to measure results and determine whether your next great idea really is that – measure and test, test and measure.  Rinse and repeat.

Would you like to chat or exchange ideas?

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