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What's Digital Marketing Got to Do with It? Part Four - Changing Your Data Habits

By Grant Herbon
Aug 18, 2017

Last February I started a series of blog posts related to “martech” (Marketing Technology). In my first post, What’s Digital Marketing Got to Do with It I wrote about the research I did to understand by day job in a broader context. A lot of my day is knee deep in Google AdWords, Google Analytics, and to a lesser extent, Bing, Hotjar and Spyfu. Armed with those tools, we can do a lot to compete in a global market but I wanted to know what else was out there. Classic FOMO. Or at least digital marketing FOMO. Maybe I watched Ferris Bueller’s Day Off, one too many times.

Turns out, Ferris was right. Life moves pretty fast. If you don’t stop and look around once in awhile, you could miss it. In the world of digital marketing that is true now, more than ever. The tools and responsibilities of marketers are digital. And they are evolving rapidly.

In Part Two - What’s a Stackie?, I dug into the details a little deeper. I found a site that promoted something called a “Stackie.” It’s awarded to the companies share their martech stacks, presumably where one is the best but really the point is to share what they are doing; also found a great resource called the Chief Marketing Technologist Blog; and I rounded out with the tools we use here at Jungle Disk.

As the MarTech conference succinctly describes the concept of “martech:”

Marketing. Technology. Management. Content. Code. Corporate. The creative. The nerd. The suit.

Yeah, I totally get it. Those words really resonate with what we’re trying to work through.

In Part Three - Attribution Modeling I wrote about how we’ve fully integrated Google AdWords, Google Analytics and our Shopping Cart. Since then, it’s been like the first day of school, every day. Okay, maybe I am exaggerating a little bit but we are totally geeking out on how much we’re learning about our business and how to use the data we’ve collected.

And I don’t say that like it’s collecting data for the sake of collecting like we’re data hoarding. I mean we are really getting to the point where we know what’s working, what isn’t and what we have to adjust.

So that brings me to today’s post on changing our data habits. Turns out, it’s like anything you change. It’s hard. You’re so used to the way you do things, you underestimate the change you’ll have to make with your new found data. As the saying goes, be careful what you ask for.

We’re going through the process to evolve our data habits. The first thing we’re doing to that end is defining our data dictionary: Data dictionary. This will be the foundation for our conversations and evolution. We think about this like IBM in the wikipedia page in that it will be a “centralized repository of information about data such as meaning, relationships to other data, origin, usage and format.”

As an example of why this is important, if I am talking about a “conversion” as it relates to Google AdWords, our CEO may think that’s a new customer whereas I may be referring to it as completions of other goals on our website. If our CEO wants the word “conversion” to mean a new customer, then I have to come up with another word to describe the completion of goals (leading indicators) on our website.

For my next post this series, I’ll update our progress on our data dictionary and hopefully we’ll have our flow mapped out.