how to cultivate a data driven marketing team?
Data: You can’t live with it, and you can’t live without it. At least, that’s how a lot of marketers feel.
We’ll give you eight tips to help you cultivate an entire team’s worth of data-driven marketers.
- Put the Right Analytics in Place
For many marketers, their analytics live in silos, making it challenging to analyse data and metrics across channels. You might have analytics for your email marketing over here; social media marketing analytics over there. And blog analytics hanging out in a completely different place. Furthermore, if you don’t have this data connected to your customer relationship management (CRM) system, you’re also blowing out on some critical closed-loop analytics that can genuinely report on the ROI of each marketing channel and your marketing plan as a whole.
- Assign Specific Metrics to Individual Marketers
Measure everything you can measure. Believe us, as a data-driven marketing team; we know there is no deficiency of metrics you can track.
The best way to divvy up the analysis work is to hold individual members accountable for specific metrics. Identify the most important metrics you’ll use to measure the accomplishment of each particular marketing channel.
- Establish Benchmarks
What are your company’s typical email clickthrough rates? How many “Likes” do you usually get on an individual Facebook post? What is your average landing page conversion rate? Setting benchmarks helps you not only understand what your business’ marketing “norms” are, but it also gives you a standard that you can work toward meeting — and exceeding — incrementally.
- Set Metrics-Driven Goals
Each marketer in your marketing department should not only be responsible for following and reporting on their key metrics, but they should also be allowed specific goals to achieve. How else will you know if your marketing strategyis successful if you don’t know what “success” is? In other words, setting goals helps you determine success for your marketing.
The goals you set for your marketers will depend on various factors, but should mainly be based on the overarching goals of your business.
- Report on Progress Toward Goals Regularly
Don’t just set and forget your goals. Make it a preference for individual marketers to base their policies and tactics on the monthly goals they’re expected to meet by reporting on their progress regularly.
Have longer monthly meetings during which each team reports on their month over month progress, and more niche metrics like email unsubscribe rate, social media reach, or blog subscriber growth.
In addition to reporting on these metrics within your marketing team, share a monthly marketing statement that highlights the outcomes of individual groups.
- Back up Marketing Decisions With Data
This may seem like a no-brainer, but if you refer back to the chart at the beginning of this post, it’s a little less shocking. You’re collecting all this marketing data, sure, but you need to do something with it. In other words, to be a data-driven marketer, you can’t just assemble and report on the data. You need actually to use that data to drive your marketing decisions. This requires you to sharpen your analytical skills. It demands some critical thinking and problem-solving.
- Find Ways to Measure “Unmeasurable” Things
Indeed data-driven marketers find ways to include seemingly “unmeasurable” things. And you can imagine how including something like branding isn’t as cut and dry as measuring something like leads generated from social media, or the clickthrough rate of email marketing, right? But that doesn’t mean our Brand and Buzz team is exempt from being analytical. So they measure things such as direct traffic to the ADOHM website and branded search term volume.
- Reward Record-Setting Achievements
One of the best ways to get your marketing team on board with a data-driven culture is to incentivise them. Consider giving out a monthly award for the member of your marketing team that accomplishes the most impressive record-crushing results based on their specific metrics-driven goals. Sometimes the most satisfying motivation for your employees is public recognition of their hard work. You should also keep track of employees’ metrics-driven accomplishments and incorporate them into your year-end review process.
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