Thinking Beyond Traditional Measurement
If you’re a marketer like myself, you don’t enter this field because of your math chops. Many of us communicators are “word people,” yet one of the most important parts of our jobs is reporting and analyzing data -- numbers, gasp! While it may feel more natural for us to stick to right-brain territory, there’s something gratifying about a data-driven approach. I say “gratifying” because how good does it feel to know if what you are doing is working? And what helps define what’s “working”? For our industry, it’s often those data-filled insights.
Recently, Harvard Business Review published a piece on the importance of data, the growing demand for data analysis and how to engrain the mindset of its importance within your team. At Kaleidoscope Management Group, we wholeheartedly believe that the “the impact effective data collection and analysis can have on the bottom line” is significant. After all, without being able to synthesize data and analyze trends, we couldn’t make strategic recommendations and decisions on behalf of our clients.
When we look at our work through a data-focused lens, whether we’re tracking against our own benchmarks or clients’ Key Performance Indicators, we are able to better forecast, to better allocate budget and to improve future endeavors -- be it the next social media campaign or next planning meeting.
As with any job, there are aspects of ours that are immeasurable. At KMG, we certainly rely on traditional data and analytics tools, but we’re encouraged to think beyond traditional measurement practices for our industry, which is why it feels less like a daunting exercise involving numbers and more like a creative exercise for me: every week, or every month in some cases, we’re able to turn that data into the next strong idea; we use it to improve upon a current campaign; we use it as a proof point that one of our ideas was effective at meeting our goal. We use data to constantly learn, evolve and make strategic decisions. In the age of automation and digitization, where data can be just an assortment of numbers, it’s nice to know that the human touch is still a crucial component to success. And that’s the ultimate gratification.
Written by: Serena Mounts