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Microsoft

How to really look at data and not just fancy dashboards to improve your marketing

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We often think that to read the data correctly it is enough to have one of the nicest and most intuitive CRM dashboards on the market.

Well, as you can imagine, it is not. If this were the case, probably everybody would be able to be a data analyst and all companies would perform at their best.

 

Today, as we all know, data are more expensive than oil and the quantity and variety of them is almost infinite. Why are they so important? And why are most companies satisfied with just fancy dashboards?

 

There are several factors behind this choice, and they can vary from person to person, from company to company. What is certain is that if you want to work with data, you must like data. No laziness or little interest are allowed.

 

The data can tell us a lot, almost everything, about our customers, about our potential customers, about our partner companies, about how the market is developing, and so on. You just need to know where to look.

 

So, when talking about data, it is important to keep in mind that they are always justified. Each data is the consequence of a certain action. And here, in these sentences, there is the importance of data analysis. In fact, a good data analyst, when extracting a data item, will not only see it as a number, but will see it as an opportunity to ask himself other questions, to investigate further, to go deeper.

 

At this point it is good to understand the importance of a data-driven strategy.

The more they are sought, the more successful and effective the strategy will be.

 

What really matters to analyse the data correctly is the merging of two things:

 

intuition + logic = correlation

 

So, in order to look at data not only as simple numbers and find a winning marketing strategy, you must also rely on your personal and unique intuition.

Intuition, with the help of logic, allows you to dig deeper, to investigate every single data: it therefore allows you to find correlations between multiple data (remember, every data exists for a reason!). Correlation, indeed, helps us to better understand past dynamics that explain current situations in order to predict potential future scenarios.

 

And you know it, this can be a great advantage!

 

Correlation, however, is dictated by one thing: curiosity.

Curiosity is what drives the human being to study, to find answers and solutions to various problems. Without curiosity, it is useless to make analysis and then you can content yourself with simply and fancy dashboards to "improve" your marketing strategy.

 

Be curious! Sometimes you have the answer under your eyes, but you don't see it!

PS: How can you develop these skills?

The answer is very simple: practice and experience! Only by practicing (and also making mistakes) you can make experience and learn!

For what concerns logic, on the other side, you could play some games, with cards, on papers or on your smartphone!

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