What Marketers Should Do to Build a Strong Data Culture?

Every marketer wants to build a data culture because the era demands so. 

With access to a treasury of information, marketers can shape their strategies and drive fruitful business outcomes. Nevertheless, the power of data lies not just in its availability but in the ability of marketers to harness its true worth.

Marketers use data to understand their customers so they can customize offers according to their needs, but only a smaller number of marketers are aware of the fact that building a strong data culture is synonymous with streamlined processes eventually leading to more conversions.

Before we use data to attract customers through strategic advertisement and marketing, data should run in the veins of an organization. It is time all organizations put genuine efforts to build a data culture across all the marketing tools and processes.

All that said, becoming a data-driven marketing department is critical and painstaking. It goes beyond investing in the latest tools and reading up on some best practices. Know that building a strong data culture is a holistic approach that demands cultural and organizational shifts along with the expansion of technological tools.

Keep reading as we highlight the key steps and practices for marketers to cultivate a robust data culture within their organization. But before that, let us check on some building blocks of a robust data culture.

Building Blocks of a Data Culture

Everyone is talking about data analytics and how it has the potential to thrive and foster marketing outcomes. However, knowing just the analytical insights from the data will not work. Analytics should be supported by an enterprise-wide attitude that puts an emphasis on data-driven thinking.

Here are the essential blocks that will help your organization to win in the age of data-driven marketing:

• Define and demonstrate how data-driven culture shall help you achieve the tangible goals of an organization.
• Before you start, assess the current data culture. Know which departments have happily adapted to data and where the friction lies. Identify the areas where and what needs to be improved.
• Cultivating a data culture should be a top-down approach. Doing this will clearly indicate how a data-driven culture is a leadership priority.
• Train your managers and tell them to make their team members accountable. The moment a new strategy or game plan is shared by the team, ask them to support the same with the help of data.

• Celebrate data-driven wins. Whenever you observe a data-driven triumph, spend a moment to award the efforts behind it. At the same time, do not be oblivious to the failures. Sit with the team and discuss why it didn’t work in the first place.

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Now, let us move to the next steps. For building a robust data-driven culture, an organization must:

1. Chuck out Silos

Silos can block your reasoning and make a simple task appear as climbing Mount Everest. When you are building a data culture in your organization, ensure to get rid of the silos. The more the silos, the reduced will be your ability to use data effectively. Train your teams to traverse the journey from initial insights to appropriate actions without friction.

2. Develop Skills

Data is always evolving, and if you want your team to make the most of the data, train them first. To foster a deep-rooted culture of data-driven marketing, you need to ensure that your team develops the appropriate skills to derive daily value from marketing data. To do this, you need to identify the skills your team requires, devise a skill development plan, and share the plan with the top leadership along with the budget.

3. Put in Efforts to Collect accurate data

You can pave the way for a data-driven culture only when your sources to collect data are genuine and authentic. Reliable sources fetches you accurate data. Remember that incomplete data will always give you an incomplete picture of your customers. Without the accuracy in data, it will always be less than impactful. To begin with you can analyze data from various sources such as email marketing, CRM, paid digital advertising, organic and social channels, and other digital platforms.

4. Implement a modern data stack

Lastly, you must have platforms to analyse the impact of your data-driven campaigns. However, marketers must merge data from different sources to compare performance across various platforms. Marketers can achieve this objective only by adopting the modern data stack.

Wrapping Up

Popular and well-known brands such as Airbnb, Starbucks, Spotify, and Netflix are leveraging the potential of data by using various tactics and have built strong data cultures across their organizations.

Building a dynamic data culture across marketing tools and processes is crucial for marketers to maximize the potential of their data-driven initiatives. By embracing a data-driven mindset, establishing clear goals and metrics, investing in robust data infrastructure, promoting data literacy, encouraging collaboration, and conducting regular data reviews, marketers can create a culture that leverages data as a strategic asset. Through these steps, marketers can unlock the power of data and drive meaningful business outcomes while staying ahead in today’s competitive landscape.

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