Peter Walker is a data-driven content marketer known for his expertise in using data and analytics to create insightful and engaging content. In his role as Head of Insights at Carta, Peter's work often revolves around visualizing data in a way that makes it accessible to a broad audience, helping people understand complex topics and trends. He has contributed significantly to the field of data-driven content marketing and is known for his ability to provide valuable insights through his work. In this episode of the Unlearn Podcast, Peter joins Barry O’Reilly to discuss the use of data and analytics in content marketing. He shares insights into his experiences in transitioning from a data analyst to a data-driven content marketer and offers valuable advice for those looking to embark on a similar journey in data-driven marketing.

The Data’s in the Details

When building a business, you may come across instances where you feel like you’ve hit a wall - especially in the budding stages, when you’re doing the job of three people. “There's always the chance that you're going to hit it big, but in practice I think the responsibility and adaptability that you need to survive in a startup is [often] more important than the equity you receive,” Peter says. Being adaptable and open to exploring new skills takes you far. For example, Peter's career shift from data analyst to product marketer helped him discover his passion for data visualization and design. This shift allowed him to bridge the gap between data and communication effectively.

Carta’s Magna Carta

There are two main approaches to data analysis at Carta, Peter explains. The first approach is to create reports that answer clear questions by presenting data in a clear and concise manner. The goal of this approach is to provide readers with a straightforward understanding of key metrics, such as valuations and funding rounds. This approach is not about creating flashy graphics, but rather about delivering clarity and answers to specific questions. The second, more interesting approach is the discovery and exploration phase. Peter mentions the value of tools like Tableau, which allow him to dive into data without a predetermined goal. He often starts with scatter plots to understand data distributions, and then applies filters to investigate various dimensions such as time, stage, or industry. The key is to find the most compelling and distinct visual representation of the data.

Looking Ahead

Peter's primary piece of advice is to start by collecting questions from the audience. By listening to what their target audience is wondering about and collecting those inquiries, aspiring data marketers can identify valuable topics to explore. He emphasizes the importance of addressing questions that genuinely matter to the audience.

Read full show notes at BarryO'Reilly.com

Resources

Peter Walker on LinkedIn 

Join Carta’s data newsletter