Your data conflicts with your marketing team's instincts. How do you navigate this challenging situation?

I think there is a balance between trusting the data and continuous testing. One effectively feeds the other. Intuition, particularly with respect to how others are perceiving your output is often flawed and subject to personal bias. Data isn't. It's as plain as that. Beyond trusting the data, testing is critical to validate that that your marketing messaging is aligned with what is almost assuredly an evolving audience.

When faced with conflicting data and instincts in marketing, trusting the data first is key. I've learned that relying on quantifiable evidence helps reduce bias and ensures decisions are grounded in facts. Evaluating the data's quality and context is essential before using it as a foundation for decisions.

If the instincts align with the data then it's a go. Otherwise people lie data doesn't. It also depends on who is interpreting that data. If the data shows with out a doubt that a specific action or campaign should be used. There needs to be a discussion as to why the marketing teams instincts outweigh the data. The best way to deal with this is to use what the data shows and test it against instinct. Now Ego's aside we're giving their instinct a chance. From there we let the data and results determine who was correct.

Data Insight é a direção de onde a maré vai te levar, o alinhamento vem agora se o objetivo do time é chegar onde a maré está apontando. Crucial entender a missão final, o destino final seguindo a maré está claro através dos dados, agora se a missão for outra segue a mesma analogia, será como remar contra maré!

Your team's marketing instincts shouldn't be dismissed entirely. Their experience with the target audience and the brand can provide valuable insights that data may not capture. Think of it as the wisdom of seasoned sailors – your team's instincts can identify potential challenges or opportunities that data might overlook.

This is where the distinction of a great marketer comes to play. A great marketer can evaluate really well which data to trust, which data to neglect. Some may call it instinct but indeed that's called 'experience', not a simple human instinct.

Se abordamos friamente os instintos também são dados a serem analisados, pois os instintos são criados a partir de experiências que criam padrões inconscientes de julgamento. "Let's deep dive on it!", diálogo aberto com a turma para instigar de onde saem esses instintos, "Design Thinking? Brainstorm?".

When it comes to handling negative feedback in marketing, I've found that seeking consensus can be incredibly valuable. Your advice on facilitating discussions and finding middle ground resonates deeply with my approach. It's about understanding diverse perspectives—from customer feedback to internal team insights—and using these insights to refine our strategies. By embracing constructive feedback and fostering collaboration, we not only address immediate concerns but also strengthen our marketing efforts in the long run.

Foster a collaborative environment where data and instincts can be discussed openly. Present the data clearly, explain its implications, and encourage your team to share their perspectives. Think of it as a crew meeting – collaboration helps you understand the data from different angles and make well-informed decisions.

E daí que condensamos e surge a "Eureka!". Juntando a pesquisa e dados e instintos do time, é a hora de acertar o tempero desta receita e criar um sabor inigualável! É a partir daqui que indivíduos e grupos brilhantes se destacam! Um consenso entre o grupo ou mesmo uma ideia brilhante surge a "sacada" para toda a estratégia.

A/B testing is the only way. Marketers’ best friend is A/B testing strategy to compare how different approaches yield different results. Your other test might bring a less favourable result, but the insights you learn afterwards will be worth it.

If the data and instincts are at odds, consider running A/B tests or small-scale marketing experiments. This allows you to validate your team's hunches while still relying on data to measure the effectiveness of different approaches. Think of it as dipping your toes in the water – testing allows you to experiment with different approaches and see which one yields the best results based on real-world data.

Para ter ainda mais firmeza no próximo passo, testes A/B, Focus Group, NPS, te dão o termômetro se sua ideia realmente "quebrou a banca" no sentido certo ou no errado. Esteja preparado no ajuste nas "velas do barco" e navegue neste oceano a favor do vento!

I've learned that flexibility is crucial when addressing negative feedback. Your advice on being open to pivoting strategies resonates deeply with me. It's about embracing change and continuously optimizing our approach based on feedback and evolving data. This mindset not only helps us adapt to shifting circumstances but also fosters innovation and improvement in our marketing efforts.

Propose running A/B tests or small-scale pilot projects to compare the outcomes of data-driven strategies versus instinct-based approaches. This can provide concrete evidence of what works best. Navigating the conflict between data and marketing instincts requires empathy, clear communication, and a collaborative mindset. Begin by listening to the marketing team's rationale behind their instincts. Understanding their perspective can provide context that might not be evident from the data alone.