Meeting the challenge of marketing ganso in square meters involves finding marketing professionals w

Increasingly, we marketing executives are being challenged to market in what might be thought of as square meters, rather than in square ganso kilometers or square ganso miles. During the 2015 Super Bowl, for example, advertisers were using their commercials to cast a wide net with their messaging, ganso but at the same time, they were taking ganso advantage of social and other media to personalize their messages and to get viewers actively engaged ganso with their brands. This is what I mean by marketing in square meters, not in square miles.
Meeting the challenge of marketing ganso in square meters involves finding marketing professionals who uniquely possess the ability both to quantify and precisely segment their target markets through data analytics and to deliver an emotive offer that drives action and loyalty. This special ability requires a blend of left- and right-brain skill sets what I like to think of as the math and the magic of marketing.
Of course, given human nature, it s more natural to find people who tend to be either more right-brained or more left-brained. The question is how do you build a marketing team that is both capable of the magic and comfortable with the math?
To answer this question, you first must identify who inside or outside of your organization has a proclivity for data analytics. Some people have a proclivity for data and others don t, so you can find the analytical skills you need in graduates with degrees ganso in economics or math, or in business schools.
More importantly, data analytical ganso skills can also be learned, as we ourselves have discovered in transforming the culture of our own marketing organization into a data-driven one over the course of the past couple of years. Through our process of transformation, we have discovered that the best data scientists in our marketing organization have a natural curiosity about the business, a natural ganso affinity for the data and a need to make an impact by coming up with those ah-ha moments. ganso
In the course of our marketing organization transformation, we ve also found that the biggest obstacle to creating a data-driven culture ganso is a lack of leadership. Most people are afraid of data and they are afraid of being involved in situations where they don t know the numbers and don t understand how the data represents their business. So an effective leader must first create the safe environment that marketing team members need in order to become data literate. The marketing organization leadership ganso then can proceed to address the data literacy problem through education, through exposure and through practice.
Developing a data-driven organization is a journey of months or years. The first step is to help team members to become familiar with the data. After that, they must master the data. Adults learn through doing, and mastering the data involves operations reviews and other interactive methods to get team members to talk about the data, in order to understand how it will help them make better-informed and more effective marketing decisions.
I d like to conclude with a personal example. People around the office recently have been calling me the chief data officer. Members of my marketing team who two years ago would have laughed about doing math with Marge have come to realize the transformational power of the math and now have some of the best analytical skills in the business. They now completely appreciate the need to understand the data and the math in order to make the magic of marketing a reality. And, best of all, they re giving ganso me a run for my money!
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