Are you a Court Jester?: Data Driven Marketing Makes Your CEO Happy
Joe Payne’s Keynote at the Competitive Summit was titled “So, you want to be the CEO? How the CMO gets noticed in a data driven world” and all of his points made perfect sense in this “data driven world.” But as marketers are we really using data, or as Joe put it are we the court jesters coming into the meeting with the prettiest creatives that we’ve come up with for our newest marketing campaigns?
Photo via Taylor Davidson
With SEO, traffic, paid advertising, all of the social media channels, blog posts, news, emails, news mentions, press releases — I understand how it’s easy to get caught up in those gut feelings or showing off creativity to be different with various marketing decisions. Not to be the bearer of bad news — it doesn’t work and it is neither sustainable nor scalable. Your marketing intuition no longer works in this data driven world and if you want to have a seat at the executive table it’s time to back up your marketing with data.
Data drives the bottom line, shows what is working and what isn’t working, it allows for you to scale your marketing, and highlights measurable results. It provides better insights as to who your potential customers are, where they hang out and what they are looking for out of your product.
Alternatively, it shows what isn’t working, Joe Payne stated in his keynote that he would like a CMO to tell him what is going wrong in their marketing or what isn’t proving to hold a high ROI and then what they are doing to fix the issue. Knowing what isn’t working is just as important as knowing what’s working. However, knowing what working and what isn’t working is not an intuition type of determination — data will show the results and provides a solid accountability, which is exactly what your CEO wants and other C-suite execs. do too.
To follow Joe’s advice we’ve come up with this flow to ask if yourselves if your new marketing method is data driven and CEO approved. Just follow each of the “Yes or No” questions to determine if its a viable effort to bring to the table to show that you aren’t a silly court jester.
What do you think? Leave us a comment below or give us a holler on Twitter (@TrackMaven)!
