One of the marketing leaders I’ve been following for years has been trashing using analytics data since the pandemic started.
I know what he’s trying to do. He’s actually been promoting connecting with customers. And saying that because we’ve gotten so buried in analytics we are forgetting to talk to customers.
Maybe he’s been trashing data for years and I didn’t notice until now. He was upended by the pandemic. And he’s been more vocal on social.
Over the last year he took on a new job as a CMO at a startup, and they cut his position soon after everything shutdown. I don’t know the background. He’s now landed on his feet. Which is good!
I also know I’m sorta breaking a rule that I prefer to present things in a positive frame. I know I sound negative. I’m trashing his trashing.
It’s just that I’m a technologist and I believe in using data. But I also believe that true data science is not just about technology. It is about the application of data. It’s about combining data and business knowledge to find insight and communicate ideas. It is about solving real world problems.
So yes. a real world problem is how do we communicate effectively with our customers. Especially during a pandemic. And a big part of that is talking directly with them.
This is a improv yes-and.
Yes, too many marketers don’t talk to customers enough. Customer Satisfaction is a key metric for the customer journey stages of Brand Building and Brand Advocacy. That metric is often qualitative over quantitative. We understand it by listening to our customers. Sometimes in surveys. Sometimes in one-to-one interviews. Sometimes in focus groups.
And, then we can track the trend as a KPI.
Yes, we solve the real world problem of satisfying customers by listening to them and responding. In person and in real time. And, we track our performance at that with data.