In a marketing plan for a huge multiuse senior care organization I included the hiring of a half- or full-time data analyst. The essence of the brand idea being “average care is poor care.” Reading this morning about NYC public schools and their tough road to grade and graduation improvement, it was reported that some progress was underway, albeit at great financial costs.
Well, positive results are positive results. A proper and deep dive analysis of the results may work to reorient the investment more efficiently. Improvement is what social orgs want and certainly what marketers want. We just have to be able to codify, recreate and extend the improvements. And the way to do so is through data.
Every marketing team – big or small – needs a data analyst. Sadly, for all but the largest companies it’s a line item rarely in the budget. Without a data analyst the task falls to the CFO or marketing director – two titles not well equipped to read data contributory to marketing success. Money in, money out, yes. Nuance, no.
I once presented a comprehensive list of marketing objectives to a multibillion dollar healthcare client – one with serious data nerds in the quality control dept. The marketing director thought the marketing metric list was too long. “How can our brand and advertising program accomplish all that?” said he. “By measuring,” said I.