CVB #002: Getting comfortable with data
Let's start by dispelling a few myths.
Only 36% of marketers worldwide use customer data in their decision making. That leaves 64% of us only using it sometimes, very little or never.
So if you are part of 64% - you are not alone.
Data is not something we were taught as marketers. We first started seeing 'data-driven marketer' pop into the marketing lexicon ten years ago. But there was no space, time, learning or support to understand the why, how and what of customer data.
As a marketer, I personally felt uncomfortable and didn't have any idea where to start. I also felt the impact of the pretence around applying a label no one seemed to know how to put into action.
To be completely honest. I had a massive set of limiting beliefs to work through. You can read more here if you are interested. 😍
So this email is to share a few first steps you can take. See them as small steps at first, but they will quickly see you have a considerable impact.
- Choose five key metrics (if you are a paid member, I will share a template of the data report to get the ball rolling)
- Report on those metrics for the past year (more if you have access to it) and ensure you are showing the weekly data.
- Check your benchmark. This means the average over the past 12 months.
- Set a target. It doesn't need to be a considerable growth. Start with 10%.
- Set a time once per week to check in on the data. I make my data time the same each week, using a calendar to block out the time. I set 1 hour from 7-8 am as it's the best time for my brain to kick into gear. I sit down with a doppio and get my brain ready to kick in.
That's all you need to do for now, as you are simply starting to get comfortable.
