Data driven marketing mindset — Tom Treanor // Treasure Data

Quotes

• “I do think that the creative aspect of marketing is still really important but these days people really have to be able to understand data, be able to get the data that they need and to me a data-driven marketer uses data to do a variety of things. For instance, using data to validate their decisions or assumptions.” -Tom “Related to that is using data to do some experiments, using data to track progress and results on a regular basis, and as well as using data to surface trends or potential opportunities.” -Tom “Being a data-driven marketer is not just the evaluation but it really goes through every part of the decision-making process.” -Ben “What we find is that there is a lot of data that is in silos. First thing is to look at the data in your area of expertise.” -Tom“I think that more advanced marketers these days are using data that comes from a variety of areas, looking at data across different channels, across different business units, and even using third-party data as well to make decisions or test a hypothesis.” -Tom “If you look at content marketing, which is an area where you would think it’s all about intuition and understanding the persona, while I like to do is add some data to that to help content marketers make a decision about what type of content they should produce.” -Tom “One way to add data to that is use a keyword tool to get keyword results and start to use keyword volumes to understand what the searchers are looking for. So, start to build a persona from reverse from their keyword searches on up and that helps me construct part of the content strategy.” -Tom “I think that’s an important step in being a data-driven marketer is data does not just come in at the end to evaluate what you were doing which is incorporating data to validate hypothesis before you are investing your budget.” -Ben“I think one has to narrow the data in what are your goals, what data do you need to prove if you are making progress in those goals. One example would be setting a baseline for some particular thing because when you decide to change something, you have a baseline to check to see if it improves or not.” -Tom “I think there is some creativity in how you source the data and how you use it.” -Tom “For SMBs, I think their data is pretty operational. I think they can get a handle on things like, how many customers they have, who are their best and worst customers, how many people are hitting the website.” -Tom“As companies grow bigger, they’ve got the operations down and now it is getting value out of all that data. So they are looking for how two different divisions can potentially work together and share their data to improve the cross-sale or look at massive scale on how to reduce cart abandonment.” -Tom “Between the SMB and large enterprise marketer, understanding the problem that you are trying to solve is a big difference.” -Tom “These days, with almost every role, I am looking for someone who can track what they do in a data-driven way. These days, all marketers have to have some aspect of data understanding and data capability.” -Tom “Data-driven marketing at companies big or small is incredibly important and the more that our businesses are moving online, building out their digital footprint the more important it is to start taking in data early in your decision-making process and using that data throughout your marketing funnel.” -Ben