If the data can’t be understood, its insights cannot be acted on. But just as important, if the data and ideas are not shared with the right people at the right time, decision makers can’t fully leverage the power of marketing data.
“Real-time data is critically important. Otherwise, business leaders may be making decisions off data that is no longer relevant. The business landscape changes so quickly, and stale data may inadvertently lead to the wrong decision,” says Suzanne Mumford, head of marketing for the Google Analytics 360 Suite.
Look for solutions that offer data visualization and built-in collaboration capabilities so you can start practicing all three steps right away:
- Organize workflow and integrate data from multiple sources
- Visualize information by creating easy-to-digest, interactive reports
- Share insights by setting up dashboards with real-time collaboration
The companies that shine at optimizing the customer experience go beyond analytics and measurement. The whole organization collaborates in order to connect the data dots and communicate the meaning and impact of insights surfaced. Leading marketing organizations build a culture of growth — one that uses data, testing, and optimization to improve the customer experience every day — and share insights in ways that everyone across the organization can understand and act on.
Download “Measuring Marketing Insights,” a collection of Harvard Business Review articles, to learn more about how to turn data into action.
A version of this article first appeared as sponsor content on HBR.org in August 2016.
1 PwC’s Global Data and Analytics Survey, Big Decisions™, Base: 1,135 senior executives, Global, May 2016
2 PwC’s Global Data and Analytics Survey, Big Decisions™, Base: 2,106 senior executives, Global, May 2016
3 Harvard Business Review Analytic Services, “Marketing in the Driver’s Seat: Using Analytics to Create Customer Value,” 2015.