This Is Why You Shouldn't Misunderstand The Capabilities Of Your Data & Insights

Lydia Morfett-Murdock our consultant managing the role
Posting date: 4/29/2021 12:57 PM
The value of the Big Data Analytics market will soon surpass $200 billion. In fact, it’s set to be worth $229.4 Billion by 2025. So, as organisations invest into how they use data to engage with their consumers, and as growth in the industry continues, there comes a unique opportunity for marketers across the globe to capitalise on the power of data.

Yet, with such an overwhelming amount of data at our fingertips, knowing how (or the best way), in which to harness data use within organisations can cause barriers to organisational success. For marketing teams, in order to pull on the capabilities of data, there are a few key areas to consider to make sure that you don’t misunderstand Data & Insights.

Get up to speed on data literacy


For professionals entering the industry at a more junior level, or with less experience than their colleagues, taking the time to get up to speed on data literacy is crucial. 

Get some exposure to a range of experiences, skills and wider trends in the industry, networking with and making use of the insights and expertise of the people around you to become an agile and data-driven marketing professional. In doing this, you have the ability to understand what the purpose and value is when extracting data and applying this to strategic campaign plans.

Data is a tool, not the answer


With so much data at our fingertips, it can be a challenge to determine exactly what you need to pull from this to propel a project or campaign forward. Marketers should be looking to insights to curate or inform ideas – you won’t find this in cold, hard data.

It was particularly interesting to see this point echoed by Pinterest’s CMO Andréa Mallard recently, “When it comes to insights work, some marketers are missing the mark by gathering huge amounts of data and expecting to find a strategy within it”.

Working through sheets and sheets of data won’t give you the answer. Yet, in recognising that what works is a combination of utilising data and exploring consumer trends alongside understanding what your audience need from the organisation, marketing teams can use data effectively and as part of a broader strategy.

Explore how you make decisions


Improved decision-making can be attributed to data-driven methods of marketing, particularly when it comes to attracting customers. Data has the capability of providing unique insight into consumer habits, which can inform how organisations reach new audiences in the future.

Achieving this means relying on data just that little bit more. Allow your decisions to be driven by what your Data & Insights are telling you. In ignoring it or misunderstanding it, you’re closing off what could be a fruitful and successful avenue in the organisation. Take the time to learn about how data can impact your work and seek external specialists to support this process too.

An organisation’s ability to collect, organise, analyse and react to data will be the thing that sets them apart from their competitors, especially in what we expect to become an increasingly competitive market.

As data is used to inform how an organisation interacts with its consumers, operates its processes or reaches new Marketing & Insights teams, it’s vital that business leaders ensure that their marketers are truly part of the data-driven culture and mindset that an organisation adopts.

If you're looking for your next Data & Analytics role or are seeking the best candidates on the market, we may be able to help. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more.

Related blog & news

With over 10 years experience working solely in the Data & Analytics sector our consultants are able to offer detailed insights into the industry.

Visit our Blogs & News portal or check out the related posts below.

National Storytelling Week: Telling A Story Through Data

A story is a lot more than just words on a page. It’s a combination of interesting language, images, colour and, perhaps most importantly, a brilliant narrator.  This is no different in Data Analytics. Like any story, the beginning of any data report starts out as numbers and figures on a page which, let’s face it, isn’t the most interesting read. To ensure the data reaches its full potential and entices an engaged audience, a good Data Analyst will wind and weave them into a compelling story.  So, how might you go about doing this? Know your audience How your story is crafted will be completely dependent on who will be reading it. It’s important to consider your audience’s age, knowledge and expertise. For example, if you were reporting to a junior team, the information given will be simplified, and specific language and jargon should be broken down to include explanations, making the data accessible. The story may also be a lot longer than usual to ensure all areas of information are covered, with room for questions if need be. This is crucial if you want your data, and your story, to benefit the learning and development of the team as well as to encourage their interest and curiosity in the topic.  On the other hand, if you were telling your data story to a group of expert professionals, the explanations will be a lot more top line and the story much pithier and succinct. The depth should instead lie in the narrative of how the data impacts them and their company, providing solutions to problems or providing compelling ideas for innovation and change.  Choose an engaging narrative Undoubtedly, your data will have thrown up all sorts of storylines, from the mundane to the thrilling. When you’re creating your presentation or report, if the data is relevant, opt to design your story around the most exciting dataset. Your aim is to keep your audience engaged and wanting to know more, not to bore them with too many, or figures that are not relevant or provide further guidance.  Be creative No matter how electrifying your data may be, there's only so much information an individual can take in. Your story needs visuals to bring what you are reporting on to life. Typography, font and font size, colour, images, graphs and tables are all valuable assets to include to help stimulate your audience’s imagination.  Of course, in this day and age, these visuals don’t have to be limited to static pictures either. Don’t be afraid to play around with movement and interactivity to get your audience involved and engaged. That being said, it’s important to find a good balance of static and interactive. Be an appealing narrator If you’re having to present your data, you’ve got an extra challenge on your plate. Your story is only as good as you are. No matter how visually fantastic your report is, or how apt it is for your audience, if you are bored, unengaged and uninterested by the information you are presenting, you will pass all these feelings onto your audience.  Not only is it important you know the story you’re telling inside out, but you should be excited by the data you are presenting. Don’t be afraid to inject personality into your data, make it characteristic and make it feel human. If you are passionate about your data and your story, then your audience will be too.  Data doesn’t just have to be statistics on a page. It can be thrilling, it can be colourful, it can be loud, and it can be enticing. You, as a Data Analyst, are that brilliant narrator.  If you're looking to take the next step in your career or build out your Data & Analytics, we may be able to help. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more. 

The Dialogue: The Importance of Location Intelligence

For the latest episode of The Dialogue, Associate Director Talitha Boitel-Gill sat down with Alistair Dickinson from Location Intelligence platform Mapsimise about their platform, CRM in general, and how to get Data Vis to work for you. Here's what we learnt: - Location marketing provides the ability to understand customer Data in much more detail by breaking things down by region and area. - By taking this approach, businesses are able to tailor their marketing in a much more specific way.  - Particularly with local lockdown restrictions in place across the UK, this allows businesses to better plan their local strategies.  - The way Analytics has evolved has meant that Data Vis skills are more important than ever.  - Is is essential that those working in this space are able to create Data Visualisations that allow them to explain findings to non-technical stakeholders in a clear way.  - In particular, the ability to overlay different types of Data can allow a broader understanding of the market.  - CRM systems need to be implemented properly, with good Data, in order to be valuable. Only about 10-15% of businesses do this.  - Businesses need to understand their customers now more than ever, and a strong CRM is a great foundation for this.  - Because the Location Intelligence space is set to grow rapidly, businesses will be looking for more and more insight from specialists in this field.  - There is lots of great Open Source Data available for free. Geoawesomeness provide lots of learning and free materials. The UK Government's Geospatial Commission also provides access to lots of free public Data.  - Those looking to get in to this area don't necessarily need a STEM degree, just a passion for Data and the motivation to upskill in their spare time. - And much, much more.  You can watch the full conversation below. If you're looking for a new opportunity, take a look at our latest roles or get in touch with one of our expert consultants to find out more. 

RELATED Jobs

recently viewed jobs