Finding the Shortcut to Data-Driven Marketing

Data-driven marketing is all the rage right now. There’s just one problem: Data-driven marketers aren’t actually all that common. According to the CMO Survey, 80% of CMOs said that it was challenging to add talented marketing analysts to their organization.

And yet at the same time, marketing departments are adopting new technology and having great success. How are so many marketers managing to close this talent gap and begin leveraging data even if they’re still trying to put together an analytics dream team?

The secret may be that not all marketing technology requires an expert to leverage it.  In fact, in many cases, technology is the bridge between a wealth data and the marketers who lack the data science skillset to understand. Our Chief Product Officer, Avanish Sahai, wrote about this topic recently for VentureBeat. Specifically, Avanish discusses how important it is as a for solution providers to build products that both support a data-driven approach and enable success. As he says:

It would be easy enough for marketing solution providers to dump a bunch of raw data in a big database and say, “Go at it, marketers!” Some companies have done exactly that, which could work if the user (a) is a highly technical engineer; (b) has switched off his/her creative right brain; and (c) has inordinate amounts of disposable time to “slice and dice” the data. But those collective attributes may apply to 1 percent of marketers. And that’s putting it generously.

Let’s assume that your user is eager to drive data-centric, analytical decisions. However, they have neither a Master’s in Data Science nor infinite time. With those constraints, the other approach I advocate, and is happening in more B2B marketing environments, is to build solutions that find a rational middle ground.

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Whether you’re a product person or a marketer looking for a solution, being able to identify what that “rational middle ground” looks like is critical. Avanish goes on to describe three key things to consider when you’re determining whether a product is both valuable and usable. You can read the full article here.