Is your company’s mantra, “that’s the way we’ve always done it”? If so, the harsh reality may be you are collectively stuck in a data-resistant state. Perhaps the company is data-resistant because it’s believed data will reveal a misaligned strategy, or uncover hidden issues. Whatever the reason, being data-resistant is the first stage in a quest to become data-driven, meaning decisions are made with data first and foremost.
The process to become data-driven is no easy feat, especially on a company-wide scale. Our latest eBook, “Data-Driven PR,” outlines the importance of being data-driven and what a data-driven PR program looks like, so companies can transverse the five stages of becoming data-driven:
You may have heard a former client, boss, or colleague use this phrase that is a clear indicator that they are data resistant: “Well, that’s the way we’ve always done it.” That’s data resistant.
People who wonder, “What kind of data is available?” “What does it mean?” “What does it do?” This is where the organization is curious, and the data stage where you’re just trying to figure out the lay of the land.
This is the analysis stage. “What happened?” “What does this mean?” “This could be interesting – what does the data tell us?”
People at this stage start to use the data in more production processes. This is when organizations start to ask “why.” “We had a dip in our Q2 numbers last quarter, but why?” “Why is this page doing better than that page?” “Why is this email doing better than that email?” “Why did this influencer choose to work with us or not work with us?”
People become data-driven when data is an integral part of strategy. An organization has become data-driven when you are asking, not only for data analysis and insight, but for the proactive prescriptive, “What are we going to do about all the data that we’ve gathered?”
If you’re ready to begin your data-driven journey, download our latest eBook today!
Christopher S. Penn
VP of Marketing Technology