4 Keys to Data-Driven Marketing, According to Deloitte CMO Alicia Hatch. There’s a big difference between data and insights Hatch was quick to point something that marketers sometime forget: Data and insights are not the same thing. Data-driven marketing, she argued, is about optimizing campaigns once they’re already in market. Looking at data doesn’t mean you’re making data-driven decisions During our discussion, Hatch offered another crucial distinction: You may have a spreadsheet in front of you while you’re working, but that doesn’t automatically mean you’re making a data-driven decision. “While we’re so much more data driven than we used to be when we operated in the black box of marketing, we’re only at the beginning,” Hatch said. But accepting that emotion impacts our decision-making is an important first step. It’s about more than the stack As the CMO of one of the world’s leading consultancies, Hatch has a rare window into the minds of fellow CMOs. “The thing I’ve noticed the most when I talk to CMOs is that they have all the technology to make this happen,” she said. You need to go beyond marketing metrics “The board is tired of hearing about marketing metrics,” Hatch declared. We need to move beyond marketing metrics to business metrics because CMOs are now operating as growth drivers.
Halfway through my panel this week at Collision, the fast-growing tech conference in New Orleans, the moderator told the audience he wished he wasn’t moderating so he could tweet what was being said.
But it wasn’t anything I said. Not even close. Instead, he was referring to the wisdom of Alicia Hatch, the dynamic CMO of Deloitte.
.@aliciahatch is super smart & our entire panel should have just been her talking + me sitting like this #CollisionConf pic.twitter.com/9Hz5VGTPm0
I felt the same way. And when I finally got in front of my computer before for my flight back to New York, I couldn’t wait to share four crucial insights Hatch shared during our panel.
1. There’s a big difference between data and insights
Hatch was quick to point something that marketers sometime forget: Data and insights are not the same thing. Data is just the collection of information. Insights are research and findings that inform your big creative ideas.
Data-driven marketing, she argued, is about optimizing campaigns once they’re already in market. “Being data-driven is more about optimization than validation,” she explained.
2. Looking at data doesn’t mean you’re making data-driven decisions
During our discussion, Hatch offered another crucial distinction: You may have a spreadsheet in front of you while you’re working, but that doesn’t automatically mean you’re…
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