Smart Insights has put together a three-point strategy checklist reminding us of the real-world value of marrying data with marketing magic.
Encourage a Data-Centric Culture in Your Organization
It’s very easy for organizations to silo teams, allowing creatives to focus on being creative, and leaving the analysts to crunch numbers and unearth facts. But intentionally building cross-functional teams and encouraging them to collaborate can help generate new ideas and lead to new insights. Team members can learn from one another—as analysts learn about the emotions, biases, and triggers that drive consumers, marketers can determine which creative concepts resonate best in order to optimize future campaigns.
Dig for What Drives Consumers
While integrated marketers live in the world of audience pain points and solutions, those who spend most of their time with data may be unaware of what drives consumers. Tasking the two teams to work together can bring even greater—and more fact-based—insights to audiences. Looking at behavioral data like purchase history, online activity or demographic figures allows marketers to develop targeted creative campaigns that humanize business or build more personalized interactions with audiences.
Don’t Let Analysts Have All the Fun
The members of a cross-functional team all need to understand how to interpret data—at least on some level—in order to mine it for important insights. This type of transparency into the origins of collected data points helps promote the partnership between team members. When data merges with other in-house departments, those representatives will be able to interact more knowledgeably with customers and prospects. Encouraging the experience and exercise of using data for creative purposes makes it a valid and valued part of marketing, and teams are committed to using that data to build more meaningful (and measurable) promotions.
Smart Insights closes out their checklist with a reminder that once upon a time connections with consumers were made almost exclusively by sales representatives who spent their time in the field getting to know their prospects personally—their habits, lifestyle, interests and any other behaviors or influencers that might impact the sales discussion. Today’s integrated marketers use digital data to build those same connections, but it’s done at lightning speed and on a much larger scale. Marketers and analysts can meld their respective talents to look for the humanity behind the data points, creating more interesting and relevant campaigns that will lead to more personalized, humanized connections.
Last modified: June 11, 2018