#13–Alight Analytics’ Michelle Jacobs on Data-Driven Marketing and Respecting Customer Privacy[pt.2]

Описание: This is Part 2 of Cindi’s interview with Michelle Jacobs, President and co-founder of marketing measurement agency Alight Analytics.
On this episode, Michelle and Cindi discuss how data can turn marketing from a regretful expense to a worthwhile investment, the benefits of learning to ask the right questions of your data, and how to determine a customer’s wants and needs without invading their privacy. Plus, they talk about women in analytics and what they expect for the future of the industry.

Key Discussion Points:
-Avoid the Data Death March. Like single-use plastics, individually prepping massive amounts of data using yesterday’s methods (like Excel and PowerPoint) for each and every meeting, presentation, and report is wasteful. The right technology can free up time and resources by centralizing this data and allowing it to be multi-purposed on-demand across all departments.
-Form top-to-down best practices. Think about the question you want to answer first, then look for the data that can find that answer.
-Data turns marketing from an expense into an investment. With the right data to trace factors that go into lead generation, clients can quantify exactly how their marketing dollars make a difference beyond black-and-white sales figures.
-Messy data vs. clean data vs. no data. Data quality is good enough when it’s directionally accurate.
-Consolidation is your friend. If you’re a marketer and you’re looking to make educated decisions, get your marketing data in one place so that you can look at it holistically and understand how your entire ecosystem is performing.

#thedatachief #analytics #data