Historically, marketing has always involved statistics and facts, but there have been a larger range of how much statistics and numbers are used, and how data drives the marketing strategy. But in an age where personalization becomes key, and data is plentiful, the most successful marketers will be able to efficiently view and interpret data and create plans to meet the demanding needs of niche clients, and measure their impact and progress. Below are the top ten rules for doing so.
1. Know your solution and why you are delivering it, why there is an opportunity.
The science is to be able to explain the solution in a detailed manner, and speak about the ROI and potential market size using charts and numbers. The art is explaining it verbally, graphically, and contextually in a way where management, partners and customers would buy into it.
2. Know your audience and why your solution is relevant for each niche audience.
Set up a matrix and map out your target audiences, quantifying numbers, passion, costs, etc., Based on the matrix, and the input of key stakeholders, establish a strategy for delivering a solution to initial and secondary audiences. Go back to the numbers to evaluate your progress and re-assess your strategy based on your performance.
3. Request feedback and input from all stakeholders to supplement information provided by reports.
The numbers and the reports will give you a view of your business, its offerings and impact, as will the interviews with customers and other stakeholders. However, the art of it is to figure out what the numbers and people are telling you and what to do about it.
4. Know what to measure and what each measurement means.
Measurements and reports and numbers are great, but they won’t dictate whether your company will succeed. Deciding what to measure, what the measurements mean and what to do about it will more closely map to your company’s success.
5. Integrate the data and feedback to constantly improve your offerings.
Constantly consider the data and verbal feedback as you community, connect, and build your business.
6. Categorize your types of feedback to help prioritize features.
Notice patterns of feedback from multiple sources: charts, focus groups, phone calls, management meetings, etc. Decide what these patterns mean, and how you can revise communications and strategy so address the feedback and suggestions given. Are there opportunities in the feedback?
7. Address the needs of your most active niche clients and strive to deliver exceptional, customized service to them.
Weight your feedback based on who is most engaged with your business. Strategize on how to find and engage people and companies with profiles similar to your best customers and referrers.
8. It takes someone disciplined and thorough to oversee the science of marketing.
9. It takes an experienced and creative marketing leader to connect the dots, think outside the box, and see the opportunities presented by the data.
10. Integrating the art-side and the science-side of marketing will be the cornerstone of all marketing plans.
The bottom line is that leaders need to oversee the science and data side as well as the art, creative and innovative side of marketing to ensure the ongoing success of an organization. It might be easier to find someone skilled at managing the data side, but more difficult to find someone who can do the creative side, and also know how to integrate the available science and numbers to deliver customized solutions that serve customers, and build forward momentum for the company.