As our new year begins, we are given a “clean slate”. It’s time for new resolutions, fresh starts and remedies for our past sins or unfulfilled wishes.
Personally, I love blank canvases. The possibilities are wonderful.
One of the most important fresh steps that marketers can take is to remedy their data paralysis. Leveraging big data – although the term can make us cringe – is an enormous competitive advantage to growth marketers for engaging with prospects and customers and sustaining richer relationships.
As much as we’ve all heard about big data, a paltry percentage of marketers are reaping its’ riches (last time I saw a number, it estimated 12 percent). I get it.
Data is daunting, messy and the path forward is often unclear.
Accessing and collecting the data, cleaning the data, finding talent to analyze it and then apply it to a marketing campaign can exhaust the most motivated and savvy marketer.
Let’s try to make this easier. After working with companies in this arena, here is my 4-step take on a proven way to get started using data-driven insights to get better marketing results.
And for the record, I’ve never seen big data give less than a 2-digit marketing improvement (response, revenue, ROI) over status quo.
In other words, it’s always been worth it.
