Skill 2: Collecting data
The notion of collecting data can be intimidating to those who aren’t used to working with datasets, but the fact is, your teams are likely already collecting data and perhaps even using it.
What can data look like in non-data roles?
Your marketing team might have a thousand subscribers to a monthly email newsletter. The data behind these sign-ups could reveal several details about the demographic who engage with the content that could influence future marketing activity or be shared with other departments for their benefit.
Within other departments, such as customer service teams, there is often an abundance of what is known as ‘behavioural data’ available and is one of the most common types of data. This can include purchase and transaction records, website use and internet search history.
A recent study from Google revealed that a customer journey today can incorporate anywhere from 20 to 500 touch points. All touch points equate to data.
Why learn how to collect data?
When your teams understand why data is important and how it can benefit their outcomes and those of the wider organisation, giving them the ability to know how to collect it empowers them to create benefit. One important aspect of data collection is it can enable more personalised product and service delivery to customers.
Mckinsey research reveals that companies that use data to effectively personalise their product and service offering to customers generate 40% more revenue than those who don’t or do an average job of it. Furthermore, “71% of consumers expect companies to personalise interactions and three quarters will switch if they don’t like their experience”.
Empowering teams with the knowledge of how to collect data will enable them to:
- measure and evaluate project outcomes
- understand how to apply findings to create powerful marketing
- personalise customer experiences
- effectively encourage stakeholder buy-in
- save time and increase productivity.
When individuals and teams are able to harness data effectively and perform these tasks, there is no way but up for your organisation.