Earlier this year I\u00a0contributed a guest post\u00a0at Copyblogger on the fact that copywriters need to understand data. Their editors had a little fun with my headline (they threw in the \u201cget out of the business\u201d bit) but they have a point. Copywriters who aren\u2019t data driven may soon find demand for their skills fade.<\/p>\n
Today I was thinking a bit more about fluency in data and I think it\u2019s even broader. Basically, in any facet of marketing, media or PR data is\u00a0everyone\u2019s\u00a0<\/em>domain. The fact that you can now easily get feedback on your activities, to not do so is to ignore a powerful mechanism to improve.<\/p>\n What I think is especially funny (or concerning) is that people still think digital is hard to measure. I always almost fall out of my chair when I hear that. Digital is\u00a0easier<\/em>\u00a0to measure, you just need to understand what metrics matter and have the right tools setup at the start.<\/p>\n Let me throw some questions at you:<\/p>\n Did you know all the answers? If yes, awesome, you\u2019re probably an analytics Jedi (go make friends with\u00a0Avinash\u00a0if you aren\u2019t already). If no (or someone on your team doesn\u2019t know) you should bring them up to speed.<\/p>\n There are too many potential tactics and ideas you\u00a0could<\/em>\u00a0implement digitally. It is actually what you\u00a0don\u2019t<\/em>\u00a0do that defines your\u00a0digital marketing\u00a0success. And data is the key to understand what\u2019s working and what\u2019s not.<\/p>\n You can\u2019t consistently\u00a0improve results\u00a0or be at all strategic in your marketing and PR if you don\u2019t know what\u2019s producing, (and why) how to report results meaningfully to make a case for more budget and\u00a0iterate\/refine.<\/p>\n","protected":false},"excerpt":{"rendered":" Earlier this year I\u00a0contributed a guest post\u00a0at Copyblogger on the fact that copywriters need to understand data. Their editors had … <\/p>\n\n