4 Ways to Transform Your Marketing In An Analytical World

Transform Your Marketing

Whether you’re in a large business or you’re an entrepreneur, you’ve seen that how products and services are marketed has changed dramatically in the past several years. Our social, mobile, always-on, data-driven, analytical, highly-personalized world is changing at a pace never seen before.

How your message reaches the world is changing as fast as the technology changes. And the role of marketing has shifted, requiring marketers and business leaders not only to understand traditional marketing but also to mine data to make decisions.

Adele Sweetwood has just released a new book, The Analytical Marketer: How to Transform Your Marketing Organization. As Senior Vice President of Global Marketing and Shared Services for SAS, she guides marketing strategy and go-to-market programs. Her research and 30 years of marketing leadership make her the perfect executive to explain the shift in messaging and what to do about it. I recently asked her about the changing nature of marketing and analytics.

 

“If you don’t like change, you’ll like irrelevance even less.” –Eric Shinseki

 

Deliver A Great Customer Experience or Risk Extinction

Data analytics is all the rage in helping executives make decisions. How is it transforming traditional marketing?The Analytical Marketer_Book Jacket

Being a customer-centric business was once the exception, not the rule. Now businesses across all industries need to deliver a great customer experience or risk extinction. Marketing can lead this transition by defining what a meaningful interaction looks like for that business’s consumer. The best marketers today have a keen sense of, and clear focus on, the demands of the customer, through sophisticated analytics and data-driven methodologies. In our digital “always on” world, where we’re continually collecting copious amounts of real-time data about our customers, marketing is in the best position to own and leverage that data to understand and service the customer in ways that weren’t possible before.

 

“It is a capital mistake to theorize before one has data.” –Arthur Conan Doyle

 

Develop Multiple Skills for Success

Since we learn that a numbers-orientation is left brain whereas creativity is right brain, is it really feasible to be equally skilled at both?

I don’t believe anyone is exclusively left-brained or right-brained. Being more analytically-oriented or more creative can certainly be innate in someone, but with training, new skills can be learned and developed. Marketers have traditionally worn many hats, so flexibility has been a long-standing component of the job. While a member of my team may not need to tap into her entire skillset every day, she absolutely needs a wide variety of skills that include analytics, social media, storytelling, and creativity to be successful.

 

You say that marketing is traditionally reactive: Launch, wait, try again. What’s changing?

The reactive approach to marketing simply doesn’t fit into a customer-centered business culture. Marketing now is more about science or math that is driven by an influx of data, channels, mobility, and, most importantly, changing customer demands. Analytics is driving campaigns. As a marketing department, that means leaning more on the work of folks who help analyze behavioral data and the digital footprint of our customers and prospects.

In fact, some of the most interesting work within our marketing department at SAS comes from those focused on data forensics. This is the practice of using data discovery to establish the facts of a marketing activity, a campaign, or a broader initiative. But beyond the basics of data digging, data forensics incorporates intangibles. They are the piecing together of anecdotal and qualitative tidbits along with quantitative data to develop a rich picture of what is working and what isn’t. With that data and analysis, we’re creating campaigns that are more focused on where customers are in their decision journey and what they are looking for. We’re not blasting an email campaign and waiting for results – we’re a step ahead.

 

“Data beats emotions.” –Sean Rad

 

Common Challenges

As you talk with marketing leaders across different fields, what are some of the common challenges they are facing?

The Secret Success Lesson I Learned from a Total Stranger

Be Thankful In Advance

 

“Thank God in advance for what’s already yours.” –Denzel Washington

 

Around Thanksgiving, we often ask each other, “What are you most thankful for this year?”

Over the years, I’ve heard many answers to that question. I remember one man, years ago, who was sitting at a lunch counter next to me. I was waiting for a to-go order. Now, I won’t call him old, but at the time, I was maybe 20, and he was many years my senior. His face was lined, his hair as white as it could possibly be, and his eyes had a look of mischief mixed with wisdom. It was a few days before Thanksgiving.

I asked him the question as a conversation-starter, and he nodded, a demonstration he was processing.

“I’m most thankful for my business success next year. Growing faster than ever. Having to hire more people to help with the growth. And the expansion to another location. That was more than I expected.”

The place was getting louder. Clearly I heard him wrong, so I clarified.

“You mean this year.”

“No, next year.”

“You’re thankful for opening another location for your business next year?”

“Yes, definitely. It’s even more successful than our first location.”

I didn’t even know what business he was in, but I was beginning to think he was losing some of his mental faculties.

Until he continued….

“See, I’m thankful for what’s happening next year. I am so thankful. I think about the people who made it happen, and I think about the results. I spend a lot of time thinking about them.”

My sandwich was now ready, so I paid for it and took the change. I thanked the man for sharing.

As I was gathering up my things, he asked me the return question. “What about you, son? What are you most grateful for?”

I remember responding quickly. “You. I’m thankful for you.”

And I was gone.

I don’t recall the sandwich I ate from the restaurant. But I sure do remember that conversation. I didn’t realize the power of it then. This gentleman had unlocked a secret. It was visualization with a powerful twist. He not only saw himself achieving his dreams, but he was already thanking people – in advance – for the success.

 

“Visualization is daydreaming with a purpose.” –Bo Bennett

 

Master the Surprising Timing of Gratitude

Gratitude is often the surprising key to success in any venture.

What most of us seem to get wrong is the timing of gratitude. We think the time to be grateful is after. This man taught me that we should be thankful in the first place.

Change the Thanksgiving Equation: Thanks + Giving

Rethink the Order

We celebrate Thanksgiving this week in the United States. It’s a holiday that I love for many reasons.

A tradition in many homes on Thanksgiving is to ask, “What are you most thankful for?”

Growing up, I heard all types of answers from the serious to the hilarious.

The focus on thankfulness and gratitude is a welcome one in a world that’s often negative and draining. It’s impossible to feel entitled when you’re busy thanking those who have made a difference in your life. Expressing thankfulness has numerous benefits from reducing depression to boosting your immune system.

 

“Give thanks for a little and you will find a lot.” –Hansa Proverb

 

But today I was thinking about the holiday differently.

Because it’s not only about being thankful and grateful.

The equation, in my way of thinking, is backwards. We often think of it this way:

Giving ⇒ thanks.

We think of Thanksgiving as the time to give thanks. We stop and show appreciation, express gratitude for all that we have in our lives. And that’s good.

But perhaps the equation is supposed to be exactly as stated:

Thanks ⇒ giving

Instead of giving thanks as the end result, it’s the beginning. We should give to others as a result of our thanks. In other words, because of our thankfulness, we are to be giving. Does that way of looking at it change anything?

It does for me. I realize that I can use this opportunity to do more for others.

 

“Joy is the simplest form of gratitude.” -Karl Barth

 

Instead of simply expressing thankfulness, what about getting active in the giving part of this equation? Thanksgiving is not only expressing thankful appreciation but also about paying it forward.

Leadership is lifting of a man’s vision to higher sights.”

Peter Drucker

Don’t Get Hooked! Why Successful People Don’t Take the Bait

Beware of Taking the Bait

You’re swimming peacefully. Then everything changes.

There it is, right in front of you. It’s amazing. It smells delicious. It’s yours for the taking!

You take a bite, just a little taste, you think, and then….

You’re hooked!

Someone has you, and they are reeling you in. You push and pull and thrash, but you can’t get away. You’re done.

That may be the perspective of a newly-caught fish on a summer morning, but it’s too often also a story that we identify with.

 

“Happiness can only be found if you free yourself of all other distractions.” -Saul Bellow

 

Beware of the Subtle Hooks

Every day we are surrounded with opportunities to throw us off our mission. If we aren’t careful, we are soon hooked onto something and getting dragged far away from our purpose:

  • News stories designed to pull us in with shock value.
  • Friends sharing the latest gossip.
  • Video games that make hours disappear.
  • Emails that are someone else’s priorities.
  • Texts and social media messages that are unimportant, but feel urgent.

 

“I’ve trained all my life to not to be distracted by distractions.” -Nik Wallenda

 

Where did the time go?