Do you use data to help you make marketing decisions? Or rely on the opinion of others and your instinct? Maybe it’s a bit of both?
How many sources of marketing data do you have and who manages them? Do those people speak to each other? If you are like most companies the answer will be you have lots of (possibly too much) data managed by various teams and all in isolation. Many companies now use a plethora of tools such as Google adwords, Google analytics, Customer Relationship Management (CRM) systems, marketing campaign systems, sales databases and much more to run their business. These systems generate vast amounts of data, most of which is of use, some of which is superflous – but which bits?
So, how do you and your teams make decisions? And how do you judge the impact? The answer I believe in most cases is with difficulty and you struggle to make sense of the results. Why do I say that? I believe data has to be brought together to “see the bigger picture” so that you can use Facts and not Opinion to aid your decision making process.
For example, how does changing your online customer acquisition strategy affect your CRM lead generation process? If, all of a sudden, you receive a deluge of enquiries, can your systems, processes and people not only cope but delight the customer? What if the website has had numerous changes made to it and the conversion rate dramatically increases – have you got enough product in stock?
If you enjoyed this article, please consider sharing it!
