Data & Marketing Decision Making

By 45/RPM Staff


Digital marketing (and big data more broadly) promised access to better and more usable data that would allow us to attribute increases in revenue to specific campaigns and initiatives.

Data would answer the question: “what marketing is most effective” or “what marketing drives more business”? Despite this promise, most marketers are no closer to using data to make better decisions today than they were ten years ago.

There is a growing volume of data and, with it, a growing level of complexity. And, there is not an easy way to bring that data together in a useful and meaningful way.

Most companies have data in:

  • Analytics (Google, Adobe, etc.)
  • CRM (Salesforce, Insightly, Hubspot, etc.)
  • Marketing Automation (Hubspot, Marketo, etc.)
  • Loyalty
  • E-commerce
  • Email (Mail Chimp, individual accounts, etc.)
  • Social Media

Few companies have a way to bring it all together. When you can and do, you get:

  • Cross channel ROI and attribution modeling for:
    • Campaigns
    • Messaging
    • Conversions
  • Better understanding of your customers and which types are most valuable
  • Brand Awareness and Penetration Information

That’s where PickFire comes in. The 45RPM team uses it as a platform because PickFire enables us to pull as much or as little data from multiple sources as we need. We can join the data, clean the data, normalize it and prepare it for analysis and visualization. Aggregating marketing data provides us with big-picture-insight for the points listed above.

PickFire gets data quickly into the hands of people that want it and can best use it. Historically, the IT department took weeks or months to code custom connectors and scripts to merge data. User friendly and powerful, Pickfire eliminates the IT barrier and gets all of your marketing data to the marketing experts in minutes.

Since Pickfire isn’t an analytics tool, it plugs right into your stack so you don’t have to worry about replacing expensive platforms such as ZoomData or Tableau. In most cases, PickFire will help you use those tools more frequently and more effectively.

Tips for getting started:

  • Know your goals: (Where are you going and how can you get there?
    • What questions do you want answered?
    • How can you measure progress?
    • What metrics will you examine and how do they tie in?
  • Understand the landscape and your capability: (where have you been?)
    • What data do you have now and what data can create improvement?
    • What tools do you have now?
    • Do you need more?
    • What does it take to integrate these tools into one cohesive system?
  • Focus: (improve your chances to execute effectively)
    • Eliminate the clutter.
    • Start small and reasonable.
    • If you’re currently collecting useless data for your goals, stop.
    • Get to the basics and grow from there. Win a small battle first.
    • Grow your data as your understanding of your current data grows.