Combining Data and Insight for a Winning Strategy

data insight
Jeanne Smith Avatar

In today’s marketing world, data is not enough. You need insight. What does that mean? Remember statistics class, where you learned to make numbers equal the outcome desired? Data and statistics can be manipulated, so it’s important to apply common sense to develop a winning campaign strategy.

In other words, in a world dominated by data, there is still room for human brainpower and that is where your team and trusted business partners come into the equation.

Data and statistics can be manipulated, so it’s important to apply common sense to develop a winning campaign strategy.”

As we think about the customer journey, data alone does not prove the outcome. We can look at patterns, times of the day or week, store visits or travel routines, etc. The best way to explain the journey though is to spend some time talking and brainstorming with your marketing partners.

An example is a restaurant looking at morning drive radio—the data shows advertisers will reach the most ears during those prime-time hours. However, if you are advertising to the dinner crowd, the insight shows running in the 2-hour window before evening meals will yield the best result.

Let’s not downplay the importance of data. Understanding the various channels and their audiences can shed insights on the creative focus and indicate relevance to target audiences. Partnering with a team that compliments your capabilities will only make you stronger.

Here’s the measure of a good insight:

  1. It is supported by data;
  2. It makes sense; and
  3. The team agrees.

Jeanne has been selling ads since her days on the high school yearbook staff. As a UNC-CH Journalism School graduate, she understands media and marketing. She has worked in print, direct mail, newspaper and radio with the past 8 years spent at iHeartMedia prior to joining Ad Placement Partners. She prides herself on being open minded, innovative and always putting the client first.

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