Marketing Inspiration #42.1: Top Tips from the Shiny New Object Podcast
Your weekly dose of data-driven marketing insights - The Shiny New Object podcast
On the Shiny New Object podcast, senior brand leaders share their vision for the future of data-driven marketing and their best tips to improve creative effectiveness.
“Nothing is perfect, no system, no code, and no data is ever perfect, and no campaign will ever be.” - Zahra Hemraj, Director, Marketing & Data Integration at Citizen Watch Canada
From her background in IT, Zahra has developed a crucial piece of insight: rather than try to hide negative data and focus only on what works, it’s invaluable to show the aspects that are failing. Otherwise, where’s the room for improvement and how can we evolve?
Negative data - mistakes, errors, failed campaigns - shows us what we need to improve and where the system or business-as-usual may be falling short. It gives us insights into how we can grow and helps us critically evaluate how our marketing is going. And it’s a crucial part of testing: without negative results, testing would be useless at guiding decision-making.
Listen to Zahra’s advice on looking beyond the data, as well as her tips on going past numbers and focusing on psychology and human behaviour, on the Shiny New Object podcast.
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This month’s ‘Best Data Driven Marketing Tip’
"Develop a relationship with data and you’ll be able to spot things other people wouldn’t.” - Boaz Sobrado, Director of Marketing Analytics at Capital.com
Yes, we all have access to lots of data on a regular basis, but not enough data driven marketers actually spend enough time with the numbers, according to Boaz. Start your day interrogating the dashboards, seeing how different trends move together, and becoming familiar with the data, every day. This will help you develop instincts around how variables impact each other and on what happens “when odd things happen.”
The result? The ability to spot trends and unusual patterns before anyone else, informing decision-making and securing a competitive advantage. Learn more on the podcast.
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