5 Steps to Data Strategy for a Marketing Intelligence Culture
Data strategy is an essential component to marketing intelligence — the knowledge repository that helps stakeholders make informed decisions about resource allocation. The best companies (like Airbnb) dedicate entire teams to the practice of democratizing data and making high- and low-level takeaways more accessible for campaign strategists. Average companies rely on unorganized quarterly PowerPoint presentations and the (sometimes questionable) wisdom and experience of their teams. Five steps separate average companies from the data strategy they need for a powerful marketing intelligence culture:
- Review audience insights with historical campaign objectives, implementation and results
- Audit the current data landscape and vendor relationships
- Establish relevant, measurable and achievable KPIs
- Plan ahead for success and failure
- Develop a data project management and analysis timeline
I’ll spend the next few weeks writing about each of these five points at length, following along with an example business and campaign strategy. I look forward to any feedback. Thanks!
