S4 | Ep 50 | Visibility & Curiosity: Why Data is a Marketing Exercise with Marion Shaw, Head of Data & Analytics at Chaucer Group
In Episode 50, the season finale of Season 4, of Driven by Data: The Podcast. Kyle Winterbottom is joined by Marion Shaw, Head of Data & Analytics at Chaucer Group, where they discuss how success with data and analytics is a giant marketing exercise and how to use it build visibility and curiosity, which includes;
- Having a career that allowed an understanding of what it takes to get something to market and grow profits
- Why technology and data can’t be treated the same way
- How curiosity around data impacts business decision making
- Getting your business stakeholders to ask the right questions
- Building new revenue streams be leveraging data that was previously unavailable to harness
- How she created a gamified data exercise to market and educate business stakeholders
- How that has benefited the data team with their engagements with their business stakeholders
- Using competition and FOMO to battle cynicism and scepticism
- Accepting that you’ll never know win over everybody
- Utilizing traditional marketing techniques to tell the story
- Why they brought the former receptionist into the team as a data champion
- Using your success stories to drive positive PR
- The importance of being visible to your stakeholders to build interest and curiosity
- Why D&A teams can’t be successful without business stakeholders
- Guiding your business stakeholders to meet you in the middle
- Measuring the effectiveness of your marketing efforts
- The importance of tracking your results beyond the initial use case
- Agreeing an attributable figure that data can claim for the returns
- Identifying your biggest champions and squeakiest wheel
- Why you should never use “data speak”
- Advice on how to drive curiosity, interest and buy-in
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