Data-driven or heart-driven marketing?
“ Data-driven ” is a trendy term in recent years, which joins other trendy words such as “disruption”, “pivoting” and “design thinking”. I have employed this term in the past to describe the growing imperative for many companies to put data at the forefront of their strategies, processes and decisions . More recently, however, I have started using the term “ data-informed ” instead of “data-driven” because there is a significant difference between the two concepts and what they imply. An often overlooked aspect of data: context Think about booking a holiday: you saw the photos of the place, you read about it, you took note of some reviews, you discussed it with friends, you compared some places, you checked the price and you thought back to your previous holidays…then you booked. You just did NOT use data like flight time, distance to the airport, or star ratings.
Getting lost in the amount of data
You looked up this data and combined it with everything else! So the data informed your decision but didn't drive it, your instincts and everything else played a role in that. Getting lost in the amount of data can make it difficult to see the bigger picture and be aware of all the factors involved. The data must be part of the story, not the story. Data can help with the “why”, the “what”, but it should not be the deciding factor. Data-driven is not the only possible approach Every highly successful technology company has found its competitive advantage in data. Tracking key metrics and success metrics helps guide decision making. In reality, the data driven concept is very complex and is not the only possible one.
There are some circumstances in which data can be mediated
This is not to say that it is not a valid approach; I work with data every day and am a firm believer in the effectiveness of this model. In some activities, being guided by numbers is really the only possible way. But let's avoid falling into data fanaticism. >> There are some circumstances in which data can be mediated by knowledge, experience and intuition, in short by subjectivity << This is the key difference: ▪️Being data-driven means that data drives every aspect of your decision making. ▪️Being data literate means understanding that your data is part of a larger context. It is therefore essential not only to have information, but also to be able to identify what we need, interpret it and be able to use it to our advantage: data will never tell you the complete story and will never tell you exactly what you need to do to continue growing.
Too many companies think that data should be their only guide and end up over-optimizing the little things rather than developing a bigger picture. Data-informed means that data is one of many inputs to making a decision. Data-informed considers qualitative and quantitative elements. “Informed” is more holistic and thoughtful. Data is part of a larger context, which recognizes the possibility of bias in both collection and analysis. In short: Data is an absolute necessity in every marketer's toolbox and must play a leading role in designing and evaluating the performance of a marketing plan. However, when it comes to establishing your company's goals and objectives or defining the purpose of your website, data can inform, but you must be the one to lead .
Amazon is also not a purely data-driven company
Here's a quote from Jeff Bezos about how the choice of Amazon's second headquarters was made with the heart: “ Ultimately the decision will be made with intuition after collecting and studying a lot of data – for a decision like that, as far as I know, the best way to make it is to collect as much data as possible, immerse yourself in that data but then take the decision with the heart. The belief that data is incontrovertible is actually a myth. The data itself does not offer any complex answer and does not indicate any solution. It is how the information obtained is interpreted that becomes a determining factor. For this it is necessary to understand the possibilities available and reflect on the type of approach most useful in certain situations.
There will be sectors that require a strictly data-driven approach
And sectors that, instead, will need to integrate the data with a much broader interpretation. If you only use data, you will make decisions without having any awareness or understanding of the big picture. If you don't have data, can't you do marketing? The problem with a data-only approach is the assumption that data comes first. But what happens if we are faced with a start-up? Obviously it will take time to collect enough data to put a strategy in place! and until then? can't do marketing? New businesses are likely to start with a weak data-driven approach simply because they don't have enough quality data to be truly data-driven or because they don't have experience in experimental design.
The answer depends on the type and quality of data
On the other hand, some larger companies end up data-savvy simply because they don't have the systems in place to sort through huge volumes of data and be truly data-driven, or because they have to consider quality measures depending on the decisions made. So, should you consider taking a data-driven or data-informed approach? available and the goals you are trying to achieve with the use of that data. For example, you might think that by putting the “Buy” button at the top of your product page, you will get more converting customers. You could run an A/B test and use the data collected to validate whether this is the case. Alternatively, you might look at your social mention data and notice that some potential customers are asking for lower prices.
However, you know that reducing prices would not only affect your margins (which you don't want to do), but would also impact your brand image, so you decide to ignore that data. In this case you used the data to inform you, but in the end the deciding factor was you. You can see here that you are still in control of the decisions you make, but the data just adds another tool to work with. Ultimately, when creating any kind of data-driven culture, being data-informed is what we're talking about. Marketing and business always work better when they have a touch of humanity. Don't let technology take over! We are human beings, we design for human beings. When you're faced with important decisions that can positively impact customer experience and drive business growth, you should find data to support you, but don't rely on it alone.
When you took your last job, did data drive the decision?
I bet not. We are human, we design for humans. Whether it's your customers or your employees, how can you use data alone when your instincts and experience lead you to a more nuanced outcome than data alone would? You can't simply rely on data and ignore the human side of decision making.
Goodbye I like it! Facebook removes the button from pages
One of the most characteristic elements of Facebook, without a doubt, is its Like button. An element widely used to indicate that you like a comment, a photo or even a page within this social network. But things will change very soon; in fact, Facebook has announced a complete redesign that will lead to a significant change to the Page experience. Facebook's update introduces a number of new features. There will be a dedicated news section that will allow B To C Database you to discover conversations, follow trends and interact with others, and which will suggest links to other pages and groups. A new section will also be added with question and answer sessions to better engage followers and “support richer and more interactive conversations”.
According to the company founded by Mark Zuckerberg
Finally, administrators will have access to advanced tools to manage their online presence. But the most significant change with this update is the removal of the “Like” button that has been a hallmark of the social media platform for more than a decade. , the "Like" button no longer works like it used to. Mostly because there are many company pages that have tens of thousands of "likes", but the number of active users is actually much lower. Facebook believes that the best way to know the real visibility of a page can be measured through the users who follow it, which is why they decided to eliminate the Like button. The new experience will be rolled out to all pages in the coming months.
What does the removal of “Like” mean for digital marketing? The number of “Likes” on a page has never been one of the most important KPIs on Facebook. We have always told our customers that "Likes" don't count but this time the confirmation comes directly from Facebook. The recipe for success is to first listen to what the followers of your social media channels want, then create interesting, engaging and valuable content. In this sense, the removal of the “Like” button will not make a big difference for companies in their interaction with consumers and in their ability to improve their marketing. Liking a page on Facebook is a very passive act. It requires no effort from users!
The journey from liking a brand's Page to purchasing a product
They scroll through a piece of content, maybe see a nice photo, and all they have to do is tap a little button that says “Like” before continuing to scroll through posts. They don't have to actually visit your business page; they are not required to watch any of your other content. All they've seen is this little snapshot of your business, so it's entirely possible that your product or service isn't really what they're interested in! is a long and convoluted adventure that has many twists and turns. Of those twists, a “Like” is the most irrelevant, considering the other ways to target consumers on Facebook.
A good social media marketing strategy
Gaining thousands of followers does not mean increasing engagement As a business, it's important to remember that the goal of a social media presence is to connect with your audience. Engagement comes from listening, educating, informing and becoming a leader in your industry. will provide interesting content, engaging and encouraging your fans to pay attention to your brand. Engagement impacts companies more than the number of fans. Promotes brand loyalty and increases word-of-mouth advertising. Without engagement, your social media can't build relationships with customers online.
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