Traditional advertising often used instinct and emotion to capture audience attention. How do marketing organizations adapt to technological advances that foster data as the primary way to make decisions? As Yvonne Genovese noted in the opening keynote at the Gartner Digital Marketing Conference 2016, “The era of going from the gut is finally over.”
Yesterday’s gut feeling can now be replaced with data-driven marketing cultures where decisions are made based on fact and insight, noted Ewan McIntyre, research director, Gartner for Marketing Leaders, during his session on cultivating a data-driven culture. The first step on the journey toward a data-driven culture is to spot the obstacles that stand in the way.
Identify cultural barriers
Start by understanding your organization’s level of data-driven marketing literacy. Does the team have a baseline understanding of what data-driven means? Do they understand what success looks like? Low levels of data-driven literacy are obstacles to progressing to higher levels of organizational maturity.