Why your marketing team needs to be driven by data
Brands that aren’t building their marketing teams around data are missing the opportunity to earn an influential voice at C-suite level, believes media intelligence platform Meltwater.
Digital marketers, PR specialists, social media and content marketing teams all need to be driven by data.
“I know some people are uncomfortable with numbers and metrics. For many of us marketers, our strengths are in relationships, language and other softer skills,” said Brendon Ritz, Meltwater’s Growth Hacker.
"However, even if you have a data geek pull these reports on a daily, weekly, or monthly basis, if you want to succeed, you’ll need to at least be able to track reports and know where you are in terms of your goals. Armed with this data, you can make informed decisions to help set goals, surpass them, grow the company, and prove the department’s worth”.
Ritz described how far data marketing has come over the last couple of years, and that marketing teams should now have a “marketing technology stack” of CRM, content curation and optimization software.
“The board wants employees to speak in results that translate into closed deals and revenue for the company,” said Ritz. “If we can measure and report on that, we are going to be viewed as key players who are to be respected and given a voice at the table.”
A free Drum webinar on 25 August will see Ritz join The Drum’s Justin Pearse to discuss how marketers can achieve this goal through setting the right KPIs, selecting and using the right tools and generating the right reports.
To register for the free webinar, Foundations for Data-Centric Marketing: KPIs, Tools, and Techniques, click here.