We talk a lot in marketing about knowing your audience. Who are you talking to, and what do they care about? One way to do this quantitatively is to work backwards in your purchase path. Here's my how-to using Google Analytics so you can build a better audience strategy. >>
You need better data.
We get caught up in data-driven marketing, so much that we're constantly seeking new sources of data. But more data isn't the answer. Do you know what matters? >>
We spend so much time screaming out into the void: "LOOK AT ME!" "BUY MY PRODUCT!" "AREN'T I AWESOME?"
When we really should be thinking about what matters to our customers. Our audience. Your brand might have thousands of followers on Twitter. Who are they? What do they care about? Are they even your customers at all? When you craft content, you're looking to make an impact. Likes and retweets aren't enough to know if you're resonating with your followers, or the information you're providing is even relevant.
The good news? There's plenty of tools out there to help you answer that very question on social media >>
As my time with my cohort comes to a close, I wanted to pause and reflect on what I learned, and what I'll take with me moving forward in my career. HBX was incredibly time-consuming (more so than advertised, I believe) but ultimately, very rewarding and insightful. Here are my three key takeaways from my Harvard HBX semester >>
Making decisions isn't always so easy as "because of this, we should do that." The world isn't so linear. With such high stakes, we need to separate what's important from what's not, and what's related with what's not.
Enter: multiple regression analysis. And my newly-found dorkiness about data.