Technology is increasingly driving marketing strategies – but it is clear that technology alone is not the answer to the Big Data question. We must not forget human intervention in the equation.
Yes, technology is an enabler, but one can’t escape the fact that what is required to make marketing performance data actionable and achieve the results required is what we refer to as ‘human understanding’. This is basically designing an upfront strategy for what is being measured and why and then outlining how you plan to use the technology to answer questions that will drive business decisions. Human understanding quite simply puts value to data.
As marketers, we are able to track huge amounts of data because we have smart tools to do it. But here is the sticking point. Those that focus on a technology-first strategy can see exactly what they are tracking. But they rarely have the answer to ‘why’ they are tracking it. Don’t confuse technology with strategy. From the outset you need to know what you are looking for in a solution. Has it got the capabilities and scope to do the job. There is no one size fits all.
Next, you need to look at the data you are running and be clear on how clean it is. Good, quality data will lay the foundations for a successful journey. Finally, does it all fit into your overall roadmap. If you have the answers to all these you should have the recipe for successful digital programs. If your approach isn’t properly thought out you will end up with a web of tools, data silos and processes that lack any sort of interoperability. Unfortunately, many organizations believe that technology can do it all, and this is where they stumble. A great engine can make a great car – but it can’t drive it!
Data for Data’s Sake
There is ultimately a concern in being entirely data driven. In seeing numbers as truths, without further analysis. The data should, in fact, point us in the right direction, provide the sign posts to enable us humans to ask questions, not provoke answers, and to base future decisions on the trends and patterns we see in the data This type of decision making goes well beyond what technologies can provide. We must apply human understanding to drill down into this data to provide insight into what is actually meaningful to our decision making. We have found that most competitive solutions focus on a technology-first approach. In fact, you need to flip this model on its head and help your organization determine how it can effectively develop and implement big data strategies to gain a competitive advantage. With human understanding, we then leverage flexible software platforms as an enabler for that strategy. The technology is essentially configured around the business rules established to support the strategy. This enables companies to focus their marketing initiatives on creating far more agile and customer responsive enterprises with equal focus on processes, people and enabling technologies.
Data Needs People
Data increasingly influences the decisions that enterprises make. Big data comes with great promise, but don’t forget it needs to be put into context and interpreted. Becoming a data driven company requires human push and leadership to transform the way it works. Data helps in the process, but it takes human interaction to make it happen.
Powerful new analytics tools are enabling businesses to develop data driven roadmaps to integrate, interpret and activate data to get a lead over their competitors. But remember – there is one clear market differentiator that can make your organization stand out from the crowd and is key to timely decision making - simple ‘human understanding.
By Lisa Meyer, Head of Marketing, Theorem Inc
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