//Back to the sources: all marketers can tame the beast of analysis
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Back to the sources: all marketers can tame the beast of analysis



For most marketers, the analysis exists in a magical Pandora's box, encompassing everything from CPCs to CTRs, artificial intelligence algorithms, from machine learning to artificial computing – with a bit of blockchain sprinkled for good measure.

Apart from, the barriers to integrating analytics into your life are not as high as what behemoths can suggest. On the contrary, once you have clarified some misconceptions, you can make this seemingly enigmatic field not only relevant, but also remarkably useful.

You do not need an Excalibur

The cost is often cited obstacle to start a data trip. Despite the brilliant commercials, you can see Adobe's Marketing Cloud (which costs more than $ 100,000 a year) and the dozens of LinkedIn posts you receive from martech sellers; you do not need the Fortune 500 cash to try to unlock scans. Google Analytics, Google Search Trends, Hotjar and HubSpot are just a few examples of standard platforms that can dramatically improve your decision-making capabilities for free.

Even better, these platforms are designed for data enthusiasts. Their interfaces are simple, and if you get lost, there are countless tutorials, help forums, training camps and even courses to help you. Google also offers a certification program for Google Analytics, complete with videos and walkthroughs. It is perfect for those who need a place to start.

Do not let the tool guide be the craftsman

Marketers often forget that data is just a tool. Waiting until a Google Analytics tag corrects your website returns to throwing a hammer on your new IKEA purchase and waiting for a couch to appear.

In other words: data collection is the easiest part. Understanding what to do with all this information is where the magic operates.

Spend a few weeks studying how to interpret the data. Bootcamps and courses are always useful, but the secret that any engineer already knows is that Youtube and Google are your best friends. Take out your grades from this class of statistics in college and learn how to perform a simple correlation in Excel. An investment of your time today to learn to interpret the data will yield fruit for the rest of our career.

Keep the prospect

There is no certainty in marketing. Even scientists (yes, I mean those in lab coats) often need several years of data collection, rigorous modeling, and endless testing to prove a hypothesis. And it's in a laboratory. Imagine what happens in the real world, where things change constantly and are subject to deadlines.

In this chaos, it is not surprising that the data rarely provide a foolproof answer. Of course, you can add a more expensive technology, but it is important to remember that, as marketers, we deal in the area of ​​probability, not exact certainty.

Moreover, you can go wrong. Take each failure as a sign of honor; minimizing risks does not mean avoiding them completely. Sunshine of 95% tomorrow always means that rain is a possibility, but your decision not to bring an umbrella is not necessarily wrong. Make peace with risk as long as you separate logic from emotion. In the long run, your data-driven approach will yield many more wins than losses.

You are a problem solver, not a report writer

Too often, people associate analysis with reporting. Although reports are critical, it is only a means to an end. No business has ever been transformed by a single report.

The data is meant to be used as an unbiased way to test something. Nowhere in this definition is it stipulated that you must create daily, weekly or even monthly reports.

As we have seen, collecting data takes time. And while you need to systematically check your data, it's up to you to find the reporting tempo that best suits your team.

Then, instead of focusing on frequency, you can focus on the quality of the presentation. The data is like a foreign language; it is only useful if someone else understands what you are saying. So, make sure your reports are perfectly legible. Be concise, use visuals and focus on plain language. First and foremost, always come back to the central problem you are trying to solve.

Next steps in your journey

Contrary to popular belief, analysis is not a shortcut for the construction of sophisticated statistical models. Properly understood, analysis is a philosophy that embodies something much simpler: apply the scientific method to test your enlightened assumptions. Whether you're running a paid Facebook campaign or trying to get ready for the Bahamas cruise this summer, you can leverage the data to make more targeted and useful choices.

If you've read this up till now, it's that we agree on one essential point: every marketer needs to integrate analytics to succeed in this digital world. At a time when it is hard to follow the jargon, I sympathize with those who regard analysis as a huge mystical beast. On the contrary, understand that the analysis looks much more like a puppy; Managing your data may seem a little unruly at first, but with sufficient and consistent training and respect, the lessons you learn will last a lifetime.

A journey into the data field can start tomorrow with nothing but a problem to solve or a hypothesis to prove (and a laptop with an Internet connection).

So tell me, what are you waiting for?

The opinions expressed in this article are those of the invited author and not necessarily those of Marketing. Earth. Associated authors are listed here .

About the Author

back to the sources all marketers can tame the beast of analysis - Back to the sources: all marketers can tame the beast of analysis

Jason Baik is Vice President of Analysis at Hot Paper Lantern where he leads a team that uses the data to minimize risks and maximize chances of success. initiatives. Jason applies a mix of scientific and Socratic methods to identify inefficiencies in the industry and provide unbiased and unorthodox business solutions.