It is the era where junior marketers compete with seniors with years of experience and knowledge.
It’s not anymore about “I Guess” or “I Believe”; it’s the time where marketers have to start presenting strategies to business owners with “I Know”.
“Without data, you’re just another person with an opinion” -W. Edwards Deming
Today, and with the evolution of digital media, it’s about time to say goodbye to the days when ideas presented by marketers were backed up by the data coming from campaigns, meetings, clients, fails and successes.
Let’s praise the proven data derived from analytics, insights and metrics monitoring social media platforms, websites, emails etc. using complex algorithms that only a machine can process.
Marketers who have to work daily on customer acquisition and retention now have to use numbers when deciding an effective and efficient system as well as budgeting.
All the creative concepts and sexy visuals will mean nothing when presented to the wrong audience.
The main advantage of this mighty integration of art with data can be summarized in one sentence: “The right content, to the right people, at the right time, through the right channel”.
It’s applying a 6 sigma methodology to eliminate any waste and defects in the marketing strategy spending and execution. What else could be better?!
Although we now have access to real-time insights detailing the market’s behaviour and interests allowing us to form predictions on an individual level, still marketers are under-performing.
Apparently, one of the greatest causes is the lack of the data-scientists’ skills-set.
The transformation to a data-driven marketer will be explained more in our upcoming writings.