I just returned from a client meeting where we presented the findings of a customer analysis.  If you read this blog you know that I’m a HUGE advocate for uncovering the hidden gems in transactional and operational data, and then transforming that information into actionable marketing strategies and tactics to increase marketing ROI. We uncovered plenty of growth opportunity and that always excites me.

But, as we were presenting the findings I was having a parallel conversation with myself. I’m sure that sounds strange, but let me explain. Like the graphic below, I had all of this information flying around inside me head, and I wanted to ensure that the information we presented was supported by the overall knowledge we have of our client’s business … that I was being clear about how to put the findings into meaningful actions. It’s always the subtext to the data that is the difference between good looking charts, graphs and percentages, and the effective use of the information.

It’s the human element.  As marketers, we have a responsibility to understand our markets …get into the dirt and rummage around to really understand what’s important and what’s not.  And then combine that understanding with tools like data analysis to make sure we’re squeezing out every bit of marketing ROI possible.

When we completed the presentation our client was energized by both the findings and translating opportunities.  It says we were successful in bringing the human element of understanding to their challenges and objectives.

At that point, the parallel conversation ended and we agreed on next steps.