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Defining, directing and managing your own digital data is crucial for success
“Trust no one; trust only what the experiments and the data tell you”
Sir Paul Nurse – President of the Royal Society “Science under Attack” 2010 BBC Documentary
Ok so perhaps we shouldn’t take the first part of this statement too literally, collaboration after all is an essential part of marketing development today but when it comes to consumer insight however, parallels can certainly be drawn from the sentiment of the latter half of Sir Paul’s statement.
This BBC documentary was about why public trust in key scientific theories has been eroded, but as Sir Paul Nurse discussed the issue, my mind detached itself from the messages on the cathode ray, and onto one simple and firm held thought – make sure you have full access, availability and understanding of all the facts.
I mean, in simple terms, why not, the data is yours, why shouldn’t you?
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Getting valuable insight from data
It’s true that the amount of data now being generated within our increasingly digital society is vast, every action and reaction is catalogued and stored. Why do we then find that, ironically, businesses still fall back on traditional measurements and struggle to infuse digital data up to the very top of companies? Do you yourself believe that the responsiveness of the business is occasionally hampered by the lack of real time data usage and reaction? Of course digital data brings opportunity, but also raises challenges in taking this information and making effective and informed decisions. Appreciating and using the right data is key to your success within (digital) marketing.
A simple principle for using this data should be to make decisions based on what it shows. This is most straightforward in the implementational digital channels where the people looking at the data know what it represents and understand the detail within it. Where this becomes problematic is at a board and senior level where all too often the data is too detailed or not clearly presented and understood in terms of direction or message.
