Published August 2017
As your advertising campaigns expand, uncovering the data that builds better marketing strategy can grow increasingly complicated. And that’s only half the task. Once you’ve extracted the right data, knowing how best to use and share that information presents its own challenges.
Chances are some data is “hidden” in silos across your company. According to new research from Econsultancy in partnership with Google, 86% of senior executives agree: eliminating organizational silos is critical to expanding the use of data and analytics in decision-making.1
If teams don’t talk, or if your organization doesn’t have an integrated data strategy to harness marketing, customer and advertising data, information and ideas won’t flow freely. Here are three ways to break down data silos and ensure your campaigns are underpinned by the most powerful data insights.
1. Make data accessible to everyone
If you have work to do to get your data house in order, you’re not alone: 61% of marketing decision-makers struggled to access or integrate data they needed last year.2
The first step to making data more accessible is to outline a data strategy that identifies data owners and key points of contact for each information source. Next, define how to integrate data and related technologies, and provide standards and processes related to data security and privacy. Include guidelines for sharing data internally.
Democratizing access to data and insights enables employees at all levels to check their gut — and that leads to better results. The same Econsultancy study found that marketing leaders are 1.6X as likely as their mainstream counterparts to strongly agree that open access to data leads to higher business performance.3
Watch our on-demand webinar featuring new research and best practices in marketing data and analytics strategy from Google and MIT Sloan School of Management.
2. Champion the value of data-driven insights over gut feelings
Once data is made available to marketing managers and business decision-makers, make sure you champion a data-first mindset with your team. Using data effectively is a key differentiator for marketers who are ahead of the curve.
While a documented data and analytics strategy can provide a guide for all employees, support from the top helps set the tone. Nearly two-thirds of leading organizations say that their executives treat data-driven insights as more valuable than gut instinct.4
C-suite buy-in and other champions across the company help reinforce a data-driven culture by giving teams stuck in silos a nudge to collaborate and share analytic insights. Even better, this environment should give teams the incentive to align or share goals since data is core to campaign plans and marketing strategy.
3. Educate stakeholders on how to interpret the data
Having access to data is great, but if employees don’t know how to use it, the insights will remain isolated and unused. Consider this: 75% of marketers agree that lack of education and training on data and analytics is the biggest barrier to more business decisions being made based on data insights.5
If a team is empowered with the right learnings, it will proactively integrate data rather than push it aside. Set up brown bag sessions or internal trainings, or provide employees access to self-paced learning modules.
Finally, consider pairing the “data evangelists” and data storytellers within your organization with different team members to identify areas of focus based on relevant business goals and the biggest opportunities.
Download the Econsultancy report, “The customer experience is written in data,” to learn how successful brands put data at the center of their marketing strategies.