Picture a data-driven CMO. Did you envision somebody bent over a desk crowded with a number of pc displays obsessively checking smartphone screens and spreadsheets? If so, then what you’ve pictured is definitely a CMO who isn’t making the finest use of all their information — which in the period of large information, is most CMOs.
In 2016, Robert Tas, CMO of Pegasystems, warned, “The sheer volume of customer data available to marketers today is both a blessing and a curse.”
And in the three years since, the quantity of information most entrepreneurs are coping with has solely grown, leaving many CMOs frazzled and scrambling to make sense of that wealth of information.
However, the actually data-driven CMOs have heaps of little secrets that give them give an edge on even the most numbers-bent executives on the market.
Data-driven CMOs get the tales they want from the info that’s accessible to them and execute data-informed campaigns that flip heads and win new audiences.
Content produced in collaboration with Domo.
Four secrets of data-driven CMOs
Here are just a few of the secrets of data-driven CMOs that may enable you extract larger worth and extra income out of the information you presently have.
Don’t be overwhelmed by information
According to a latest examine by Forrester, someplace between 60-73% of all the information enterprise corporations gather goes unused.
Another examine by Kantar discovered that 58% of senior entrepreneurs mentioned their organizations weren’t capable of efficiently act on all the information that they had collected in ways in which felt significant to their advertising and marketing technique.
So how do data-driven CMOs overcome these challenges? They keep away from overwhelming themselves with information.
Many CMOs assume they need to pour over each quantity in each report. But that stage of engagement doesn’t make a CMO “data-driven” — it simply drives information exhaustion.
The CMO who fails to handle by exception will inevitably flounder in a self-imposed deluge of information. Instead of each metric, attempt partaking solely in conditions the place precise outcomes differ considerably from deliberate outcomes. Cost per conversion too excessive? Dive deeper into the numbers. Is it proper heading in the right direction? If so, let the marketing campaign run its course.
You ought to be capable of obtain real-time alerts when there are anomalies, and depend on your crew to handle the particulars when there aren’t.
Use information to create smarter content material
It is a standard chorus amongst entrepreneurs and advertisers that content material creation is an artwork type and including information into the combine merely muddies the palette.
However, data-driven CMOs know that key insights can fine-tune even the finest content material. Adopting a data-driven technique doesn’t imply sacrificing creativity. Rather, information helps focus and harness that creativity in productive, significant methods.
Great content material comes from a deep understanding of viewers, and that understanding comes from common testing. Getting these deep-dive insights entails the fusion of right-brained creativity coupled with methodical, systematic testing of all the pieces an viewers consumes.
Learn what works in phrases of subject material, tone, model, headlines, taglines, calls-to-action, lengthy copy, quick copy, even the use of a single phrase. Data-driven creativity is all about giving audiences content material that’s significant and invaluable, then measuring their responses fastidiously.
Test, then check once more
Sure, you may be A/B testing the large issues, like layouts on touchdown pages. But are you listening to the particulars? The data-driven CMO makes use of the info accessible to decide on the proper methods after which lets the testing start.
There’s no room for egos in a really data-driven technique—if it assessments nicely, hold it and refine it. Everything else goes again to the drafting board.
A key half of figuring out what’s working is taking A/B testing to a complete new stage. Perhaps you’ve examined totally different layouts in your touchdown pages, however have you ever examined how totally different content material items carry out in lead nurturing campaigns? You can wager your backside greenback that the data-driven CMO does.
Make certain your choices are data-driven
A latest examine by Ascend2 discovered that basing extra choices on information evaluation was the primary advertising and marketing goal of surveyed professions. In reality, 51% mentioned they might be focusing their consideration on incorporating information into their choices in the future. That’s as a result of, in line with Bill Bruno, CEO of main advertising and marketing and media consultancy, Ebiquity, “Data is the new oil.”
“And when used effectively and efficiently, it has the power to create better, targeted, and more positive customer experiences,” Bruno says.
When CMOs act on the finest information accessible, that information boosts credibility, produces stellar outcomes, and in the end makes for higher, extra related content material.
For extra suggestions, try Domo’s white paper, “7 Secrets of the Data-Driven CMO.”