Que faire si votre équipe des opérations marketing a besoin d’améliorer sa réflexion stratégique avec des données ?

Data literacy is a skill that requires practice. Marketing teams often collect data but don’t know how to use it to influence action. I use the OCS framework to build data literacy skills. When data is collected, I ask my team to find outcomes (O) that are outliers (either excellent or disappointing outcomes). I then ask them to hypothesize potential causes (C) for those outcomes and to look deeper into the data to verify their hypotheses. Once the causes are agreed upon, I ask them to think of solutions (S) that would address those causes - either to solve for them or to ensure replication in the case of an excellent outcome. Exercising your team’s OCS muscles helps them move from reviewing data to taking strategic actions with data.

I personally believe that investing in training programs helps in improving the data literacy of the team members. We need to first know the level of understanding of our team about the data to create their individual development plan. They will get to know how to interpret data effectively and derive actionable insights. Recognizing the importance of data literacy, I organized workshops and seminars focused on enhancing analytical skills within my team. By providing hands-on training and resources, I empowered team members to confidently navigate and analyze marketing data using different tools.

To enhance your team's efficiency and decision-making, introduce them to accessible and integrative analytical tools. Select tools that not only align with your current systems but are also straightforward for your team to adopt. Prioritize providing comprehensive training to ensure each member can confidently navigate these tools. This approach will enable your team to derive actionable insights efficiently, avoiding the pitfalls of overly complex platforms.

One of the ways I have taught other people (who is not into the analytical world of marketing data) is to think about analytical tools and e.g. a website in a very down-to-earth manner: Think of your website as a country and the analytical tool as the local tourist office. Compare the behavior of the users online to ways visitors would act when visiting another country. Through this lens, the importance of the tool and marketing data suddenly becomes so much easier to relate to. Even for people outside the marketing department :-) This is a true story - it is tried and tested and it works every time-

We have to develop a culture where decisions are based on data rather than intuition alone. For this we need to encourage team members to rely on data-driven insights for planning and execution. Sometimes their insights could be different or sometimes wrong but with the guidance by seniors they can identify their shortcomings and work on them. In my previous role, I initiated weekly data review sessions where team members were encouraged to present findings from their analyses. Some were able to dig down into the data and some were not even able to understand the data in initial. This created a culture of data transparency and sparked meaningful discussions on how to leverage insights to drive strategic decisions.

Foster an environment where cross-functional collaboration thrives. Encourage your marketing team to engage with IT, sales, and other departments to leverage diverse insights and perspectives. Initiating cross-departmental projects and maintaining open channels for communication can unveil valuable insights, leading to more integrated and effective strategies. This collaborative approach ensures that strategies are enriched by a wide array of data, enhancing decision-making and innovation across the board.

Encourage a culture of continuous learning within your team to keep pace with the rapidly evolving digital marketing landscape. Offer access to resources and opportunities for professional development, such as attending industry conferences, participating in webinars, or organizing internal knowledge-sharing sessions. By staying informed about the latest trends, tools, and techniques in data analytics, your team will be better equipped to innovate, think strategically, and maintain a competitive edge in digital marketing operations.