Friday, May 13, 2011

Data Doesn't Always Include Intelligence



I didn't come up with this commentary, but I think you'll like it.

With many marketers, they're busy collecting an abundance of data. From social media monitoring, traditional media monitoring and Google alerts -- new tools are popping up each day to help marketers collect data. As a result, marketers may be swimming in data, but that data doesn't always translate to insight, nor intelligence, let alone tracking to sales conversion.

In many areas of market research, there are growing disconnects between data gathering, data analysis, and action. There's little doubt that media lists, large datasets, and cool charts are important to understanding the media landscape. But, frankly, in the era of Google and social search, data has become a commodity.

Truly successful marketers can't just collect data. They need to learn something they don't already know by putting the information into a meaningful context and then creating a strategic plan based on that data. In short, data is only as good as the strategic mind that does something with it. Understanding that is one thing. Being able to do something about it in day-to-day business is another.

More with my next blog.
By Gary Lee, Marketingprofs

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To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.

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I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.

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