Big data. Small data. Any data.
In the last couple months I've spent a lot of time with senior level marketers on three different continents. Some of them are quite successful, but sadly many of them were not. In the latter group I discovered two common themes:
1. Some absolutely did not use data to do their digital jobs. This group should be fired immediately, so I'm not going to talk about them.
[A benchmark for you: If you are not spending 30% of your time in 2013 with data, Ms./Mr. Marketer, you'll fail to achieve professional success.]
2. Many used some data, but they unfortunately used silly data strategies/metrics.
Silly not in their eyes, silly in my eyes. And silly simply because as soon as the strategy/success metric being obsessed about was mentioned, it was clear they would fail.
A silly metric, I better define it :), is one that distracts you from focusing on business investments that lead to bottom-line impact. They get you fired. Sometimes sooner. Other times a little later than sooner.
I'll expand my purview a little bit in this post, from just looking at silly metrics to also looking at silly data myths. My hope is to use these eight examples to illustrate to you how, if you are spending 30% of your time with data, you can use crazy cool data strategies/metrics to ensure many, many promotions.
Eight data myths that marketing people believe that get them fired: ajmalseotips.blogspot.com
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