I’m no data analyst, but I do know the importance of data. I recognize how it can act as rocket fuel—or, at least, a baking-soda catalyst—for marketing, PR, and advertising. It drives campaigns and initiatives to successful conclusions.
I know that, but I also know how BIG data can be. It can be hard to handle. Data isn’t some nice bunny rabbit one can pick up at the pet store; it’s an unrepentant steer determined to butt people with its head.
The best way to show the bull who’s boss is to simplify. I like to say “make data small.” It isn’t all the data that’s of concern. It’s the data that ties to defined, measurable objectives.
To help with that, I turn to my writing assists. That is, I use a writing technique known as the W’s and H. They help me corral the writing; they help with data, too.
- Who. Data develops personas: Who’s in my audience? How old are they? What kind of jobs do they have? Who are they outside the work environment?
- What. What content do people consume? Also, what content do they consume more of? What do they do with content? Do they share it? Comment? Sign up for an email newsletter or other offering?
- When. When do people visit the website? How long does it take from the first touch to the last touch—the moment of deciding to make a purchase?
- Where. Where do people live? Are they concentrated in a certain city or region?
- Why. Why do people visit? What are their search queries? What do they search for once they’re on the site?
- How. How do people access information? Are they on mobile devices or a desktop? Do their behaviors change when they’re about to make a purchase?
Those are all “small” bits of data found in analytics tools. They can determine whether the tone needs to change. They can identify potential social networks to test, for instance, Snapchat. They can tame the steer and get it to help, rather than hinder, marketing decisions and initiatives.
Image: Marco (Creative Commons)
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