Mktg Sci
Marketing Science
Create real value, for your business and your customers,
by bridging between data and marketing brilliantly
Why MktgSci
Release the real value of your marketing data by using it right. The three most important things for great marketing are relevant targeting, perfect timing and understanding what happened - all these are 'marketing science'.
Marketing Science is not just one thing… it's not just using marketing platforms right, engaging ads, frictionless touchpoints, proper tests to learn from, data science models, decision making strategic insights, useful tactical dashboards, quality customer data capture, enhancing with the right partner data, cloud-based architecture, privacy standards, cost control.... it's aligning them all up correctly, to funnel customers and prospects into and through your sales pipeline - and learning what worked and why.
Whatever your experience, it’s worth understanding how to evolve as you set up, remove mistakes or use this complexity to maximise opportunities. There are lots of experts in their field but I’ve not found a distilled guide that ties it together, so here’s mine.
Overcoming Complexity
I’ve three decades of experience and accreditation in marketing, maths and data – and used it all to consistently increase ROI and customer satisfaction. It all keeps getting more and more complex, processing is faster, data is everywhere, Google and Meta have changed the marketing landscape forever, competition and choice is cut-throat, economies of scales are inverting.
“To write it, it took three months; to conceive it three minutes; to collect the data in it all my life” - F. Scott Fitzgerald
There are so many channels, metrics, decisions, techincals… but paradoxically the complexity is actually really handy for the expert but an impediment to the novice (think chess v draughts) - complexity enables the flexibility to minimise the negatives (usually poorly understood issues, poor processes or timing mistakes) and maximise the positives (easy wins, turbo charging the humanistic maths).
Skip to the bit you need... by using the pink links
Activation
Google knows about your searches, Facebook knows about you, TikTok/Insta has your attention.
Set up or fix the 13 handshakes of the Customer Journey [Marketing Funnel > Sales Pipeline > Client Management] by setting up email, social/google POEM (Paid, Owned, Earned, Marketing platforms) properly with ads that engage and frictionless touch points. Learn from proper tests (metrics, attribution, profit, satisfaction).
“There really is no such thing as a 'failed experiment.' Any test that yields valid data is a valid test” - Adam Savage
Value & Insight
Improve the efficiency of the elements of the Customer Journey's 40+ tools in Stand/Walk/Run complexity. Insight is understanding from a position of context and options. Value models automate this into activation. 50% of the value from data is created here, shifting the needle far more than most creative choices.
“I think you can have a ridiculously enormous and complex data set, but if you have the right tools and methodology then it's not a problem” - Aaron Koblin
“You must look within (data) for value, but must look beyond for perspective” - Denis Waitley
“Knowledge is of no value unless you put it into practice” - Anton Chekhov
Knowledge
Everyone wants a dashboard. Avoid analysis paralysis. Accept the 1 version of the truth. Do it right - KPIs, calculations, BI set-up, how to self-serve.
“Passion provides purpose, but data drives decisions” - Andy Dunn
“Data and datasets are not objective; they are creations of human design. We give numbers their voice, draw inferences from them, and define their meaning through our interpretations” - Kate Crawford
“Knowledge is like money: to be of value it must circulate, and in circulating it can increase in quantity and, hopefully, in value” - Louis L'Amour
Data
Create ‘1 version of the truth’ from 1st, 2nd, 3rd party data options. Judge by quality, completeness, usefulness, cost.
“Data is a precious thing and will last longer than the systems themselves” - Tim Berners-Lee
"You can have data without information, but you cannot have information without data" - Daniel Keys Moran
“No data is clean, but most is useful.” - Dean Abbott
Governance & Environment
Governance: Ways of Working with stakeholders and suppliers – how capabilities are created via distinct deliverables. Compliance to Privacy and other laws - don’t get fined.
Environment: From on-prem and excel to big data in the cloud, but its usually a complex hybrid. Plan for the future as it’s expensive and takes time to pivot. Privacy controls here are vital – data democracy does not mean everyone gets access to everything.
People
Width and depth of many skills are required to deliver data projects. Some skills can be infilled in the short term or set up to back-fill afterwards cheaper.
“The value of experience is not in seeing much, but in seeing wisely” - William Osler
Triage
What are you trying to solve? What is your exam question?
What is the success criteria?
What KPI will you measure in?
What is the definition of done?
Who will do it?
Who will judge it?
Can you afford to do it?
Can you afford not to do it?
Would you like to know more?
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