More and more in my brand planning practice I hear myself talking about data as a brand asset. Or at least a brand opportunity. In K12 education, data-driven assessment is a big driver of improved teaching and learning. In healthcare, measuring outcomes and return-to-function and tying those measures to treatment protocols is a big driver of the improvement goals of the Affordable Care Act. And in marketing itself, there are few discussions about expenditures and tactics that don’t include reference to ROI data.
Many recommendations I make to companies these days include hiring a data nerd –even if only a part-timer. Outbound, data is proof. (Readers know my brand planning mantra of “claim and proof.”) But inbound data is all about operations. Performance. Ideation. And creativity.
We are in a data driven world, we marketers. Data is no longer the provenance of analysts; it is for, and about, everybody. You needn’t make data your friend but you should certainly become acquainted with it, embrace it and use a healthy dose in your day job. Peace.