You have a lot of data on your business. How can you use it to create a marketing strategy?

A. Define the objectives as clearly as possible. B. Brainstorm with team members. C. Document it upon initial approval from the stakeholders. D. Also mention the milestones and completion as part of strategy.

This is where the adage paralysis by analysis can set in. A common strategy is to identify all the metrics that could be connected to marketing and then create dashboards to "watch" them. However, this makes it so everything is monitored, which means nothing is monitored. Instead, start with the objection in mind. For example, the strategy focuses on increasing brand awareness if looking for metrics attached to levers. That is something that the marketing team can impact via their strategy. This approach ensures that metrics are used to increase the company's overall value rather than making it harder to make informed business decisions.

1. Investigate the data sources. 2. Understand how the available data can be utilised for the end goal effectively. 3. Perform EDA and work on the features. 4. Use necessary platforms with all data policies intact.

The most important part is this in this whole process. 1. Spend time with your data 2. First gather the data from all sources. 3. Study it and then clean it, keep what is necessary 4. Use the visualisations as per the data and target audience.

To create a marketing strategy using your business data, first segment your audience. This means dividing your customers into groups based on common characteristics like age, buying habits, or location. Imagine you have a clothing store. By analyzing your sales data, you find that young adults in urban areas buy more casual wear, while older customers prefer formal attire. You can tailor your ads, emails, and social media to target these specific groups with products they're likely to buy. For example, you could send promotional emails about the latest casual wear trends to your younger, urban customers and information on new formal arrivals to your older clientele. This approach makes your marketing efforts more relevant and effective.

Trabalhar com dados nas áreas de negócios é o desafio que mais me encanta. Por isso, dediquei meus últimos 20 anos nisso. A sensação de ter seu Powerpoint estampado na estratégia da empresa não tem preço. Se seu trabalho acaba na publicação do seu report no servidor ou no envio do e-mail com insights ou naquele processo que rodou mais rápido e sem erros, você não sabe o que está perdendo. E o Marketing é uma das áreas de maior potencial de inovação. A cultura de testar o novo é perene. O frio na barriga de subir uma estratégia que você desenhou e esperar para “ver se cola” é ótima. Isso dá vida aos dados. Faça suas análises pulsarem no ritmo das operações da sua empresa.