In this episode, Katie and Chris dig into what data-driven marketing is and is not. What is data-driven marketing? Who is data-driven? Is there a safe balance between opinion-led marketing and data-driven marketing? Tune in to find out!

Data driven means making decisions with data when the data doesn’t tell you what you want to hear. To be truly data driven, you need to be able to assess risk and make decisions accordingly.

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In this episode of In-Ear Insights, let’s talk about what it means to be data driven.

So recently I was at an event and I being the complete and total nerd that I am, I carry around a little indoor air quality meter.

And it tells you all sorts of things like, you know, particulate matter and co2.

And I’ve worked in along because I like to know whether or not I should be wearing a mask in any given space.

If the number is above 800, you know, you should if the numbers below 800, you probably don’t need you.

And I was at inbound, the inbound marketing conference sitting in a session room, and the numbers started at like 900 insides, okay, you know, and then it kept going up and up and up and up as the session went on.

To the point where the air quality was so bad, it was as though you were breathing out of somebody else’s mouth, which is a delight to think about.

And that got me thinking, as I was, because I had on the floor in front of me, and everyone else in my row could see it.

And a few people asked what it was, and I explained it to them.

And what was interesting was that even though everyone could see the data in front of them live in real time, nobody else changed their behavior, nobody else made a different decision to put on a mask, even though they knew the kind of conditions they were in.

So Katie, broadly speaking, when somebody says they are data driven, what do you think they actually mean, given that every marketer says they’re data driven, but then when you see behaviors like this, where clearly the data is in front of them, and they don’t make a decision based on the data.

Um, I would say 99% of the time, when I hear someone say they’re data driven, to me, that means they, they are collecting some kind of data, they may glance at it, but they’re not making a behavior