Bridging the Gap: Creating a Data-Driven Marketing Culture

In today's fast-paced world, data has become an invaluable resource; with its immense potential to deliver value and drive growth

Bridging the Gap: Creating a Data-Driven Marketing Culture
Written by
Ata Mehmet
Published on
August 21, 2023

In today's fast-paced world, data has become an invaluable resource; with its immense potential to deliver value and drive business revenue. Forward-thinking organisations are increasingly collecting and utilising data across all aspects of their operations, but especially in marketing.  

However, merely collecting data is not enough to reap its benefits. Data is a tool that holds value only when skilfully harnessed. To unlock its true potential, every member of your marketing team should feel empowered and confident in using data strategically.  

Challenges in a Data-Driven World

One significant challenge faced by organisations in this data-obsessed era is how to make the most of the vast amounts of data they accumulate. This is particularly true for non-technical business teams, who would most benefit from data insights in their decision-making but often feel ill-equipped to do so. The key to success lies in building a data culture and a data-driven workforce.  

Bridging the Gap: Democratizing Data

To foster a data-driven culture, it is crucial to bridge the gap between data experts and non-technical teams. Often, access to data is restricted to specialised analytics or data science teams, creating delays in obtaining crucial insights for marketers. By democratising data, we empower marketing teams to have direct access to the data and insights they need, when they need them.  

Achieving a Data-Driven Culture

Data democratisation is the ongoing process of empowering everybody in an organisation, irrespective of their technical ability, to be confident with working with data and as a result, make data-informed decisions to drive better customer experiences. Democratising data is an ongoing journey rather than a one-time effort. There are several effective approaches to begin driving this shift within an organisation:  

  • Find Translators: To drive real value from data and analytics, organisations need not only technical experts but also "Translators" who can bridge the gap between business teams and data experts. These hybrid experts fly the flag for data across your business, and ensure that data initiatives deliver tangible commercial value.  
  • Keep it Simple: Start small and build upon successes gradually. Encourage and empower your teams to experiment with simple data-driven test and learn approaches first, leading to foundational improvements, and then roll-out learnings and optimise over time.  
  • Prove Value: Quantify the value generated by data-driven Marketing efforts.  Creating forecasts of ROI and any other benefits during the ideation stage helps gauge potential return. Then, once implemented, take the time to measure, share and celebrate the actual value created, both in bottom-line benefits and supporting stakeholders' goals. This, combined with ‚ keeping it simple‚ socialises and promotes the benefits of an experimentative, data-driven approach, creating buzz and driving broader adoption and new ideas in a virtuous cycle.  
  • Self-Service: Implement user-friendly, self-serve tools that empower business teams to access essential insights without relying on data analysts. This reduces turnaround time for insights, streamlines resources and drives behaviour change across the organisation.  

How Loop Horizon Can Help

At Loop Horizon, we understand the challenges of creating a data-driven culture. With our unique blend of expertise in marketing and data across various industries, we can help you bridge the translation gap and make effective data utilisation a reality for your teams through strategy, application, people and process. Get in touch today!