PART 4. When marketing relies on data, not shamanism

Honestly, analytics without data is just astrology for business. You read the coffee grounds and came up with a strategy.


Good analytics has a concept called Data Driven* ("driven by data").
It's when you use your head and look at the numbers, instead of listening to a loud colleague.

4 pillars that hold everything together:

🔖 WILLINGNESS TO INVEST:
Extracting, cleaning, storing — it's not magic, it's work. Sometimes tedious, but you can't do without it.

🔖 ABILITY TO ANALYZE:
Just having a table is like having a library but not being able to read. You need to see trends and test hypotheses.

🔖 TRUST IN DATA:
If you put fake numbers in the report, the conclusions will be even more fake. Data must be accurate and clean.

🔖 DECISIONS — ONLY AFTER THE NUMBERS:
No "let's just do it, maybe it'll take off". First, analyze the situation, then start.

* Data Driven — it's when your budget depends on numbers, not on which foot the director got up on.

In the next part, I'll tell you which data actually works and which just creates the illusion of intense activity.

Reminder of what came before:
➡️ PART 1
➡️ PART 2
➡️ PART 3