Building a Data-Driven Culture

Building a Data-Driven Culture

As you’ve probably noticed throughout this series, many of the problems caused by data sea monsters have at least some basis in a culture that doesn’t respect, embrace, or even sometimes acknowledge data. By comparison, a data-driven culture offers...
The Damage Done by Data Sea Monsters

The Damage Done by Data Sea Monsters

The six data sea monsters can combine in many awful ways to create harrowing problems for marketing departments and  leadership. For a refresher on what these monsters are, check out this post. As you gather ’round the turkey this Thursday, consider saying a...
Applying Data to Content

Applying Data to Content

Quality content that answers customer questions at the right time can have a significant impact on conversions and revenue, so the ROI of applying data to content can be very high. First, let’s begin with a working definition of content marketing: Content...
A Three-Step Framework for Approaching Marketing Data

A Three-Step Framework for Approaching Marketing Data

Once you’ve gotten your data clean and trustworthy, it’s time to see what you can learn from it. As we’ll talk about later, part of building a data-driven culture is removing any sense of judgment or doom from data, and just using it as the neutral...
Defeating the Six Data Sea Monsters: A Six-Step Plan

Defeating the Six Data Sea Monsters: A Six-Step Plan

Many of these monsters are culture-based, so they can be overcome through conversations and accountability. That’s good and bad news, since your management and leadership are what will right the ship, but it might take months of conversations and new layers of...