Blog post

How to become a data-driven marketer: Introduction

We don’t want to take this too far but try to be more like your mother – she knows your feet have to stay warm so she buys you socks for Christmas every year. But you love her anyway. Because there’s little bicycles on them and you’re mr. sport. 

To sum up: She knows you and you love her for that. So get to know your customers, provide them with exactly what they want: share their opinions, learn their language, give them socks – earn their loyalty.

“But where to start?” You ask. Calm down. Make is feasible. Dream big but stay realistic. The overall goal is to collect all customer data available. And the steps towards that goal we will share with you right now:


1. Choose one place where you will store all your customer data. (New are incoming every minute of every day).


This way you can sort them and see repetitive patterns between them. A context. A piece of information. Here’s an example: let’s say 56% percent of your customers love your socks and they’re from Great Britain? -> Bloody hell, raise your socks stock, there! 

But we are ahead of ourselves. 

First we have to find a perfect data storage. Basically you have two options: Google Spreadsheet (early-stage) or your own Data Warehouse (advanced).

Data Warehouse (advanced business)

Pros

IT’S YOUR. With a little help from your developers you can make it customized to your very own needs. 

Cons

It’s difficult to set up. You need time. You need a team. You need to know exactly what you want from your data. Chances are that as a beginner you are not sure. 

Getting yourself a Data Warehouse as a rising start-up is like using a sledgehammer to crack a nut. 

Google Spreadsheet (early-stage business)

Pros

  • (Almost) no technical skills needed
  • Familiar environment
  • Online and always up-to-date
  • Less work for developers
  • Less time-demanding
  • Easy-to-create visualizations via connected dashboards
  • Suitable for integrations
  • Works great with Google analytics
  • Works great with Salesfit


Cons

  • Limited number of customers (up to 5 billion cells)


Google Sheets are ideal for early stage start-ups where marketing people handle customer data. Are you doing experiments and lots of research right now? Here you go!

You can import almost anything in there via available plugins like Zapier and other IFTTT (if this then that) services or data attribution tools. 

You can also choose to import data manually via .csv format. This way your data will keep its original formatting and be imported properly. Data merging in Sheets is also super easy.

And the best thing is? If you in the future feel like having your own Data Warehouse, you can connect it with your Google Sheet. It will be a piece of cake.

2. Do customer-centric web and campaigns monitoring.

First step is done and now you are collecting customer data and storing them in one place. The second step is to learn how to collect the most useful data. This is achievable by taking the user-centric approach. 

It’s too soon to talk about users vs sessions approach ect. Right now we just want you to set up your streams providing you with data. Everything else comes later in our next articles. 

You can set up customer-centric monitoring easily via Google analytics using UserID and ClientID. Learn how to do that. 

Data export from Google Analytics to Google Sheet can be done via Google Analytics add-on or third party services like Mixpanel, Heap, Kissmetrics or Amplitude. 

In one of the next articles we will explain in great detail how we set up Mixpanel, so stay tuned. 

3. Master the data-collecting mindset.

This step is easy to do but you also have to accept you’re never finished. This step includes constant learning about new customer categories and approaches coming with.

Devastation score, NPS, firmographic, demographic and so on. New strategies developed for better understanding your customers are online almost every week. Seems like you need a partner who will provide you with the most valuable news. Yes, we can do it. Follow our articles and you will know everything you need to start and maintain a data-driven business as a marketing person. 

Are you interested in a specific piece of knowledge? Leave us a message here on LinkedIn and we will provide you with an instant wisdom. 

Make your marketing data-driven without any data science or coding skills.

Try Salesfit for free!