As November rolls around, hunting enthusiasts pull out their orange gear, spruce up their deer blinds, and prepare to spend hours waiting for the opportunity to hit the target. If their shot is even a few inches off, they’ve wasted hours, and often the one chance they had to bring home the prize.
In many ways, the process of marketing to your audience is just as complicated and demands just as much accuracy. Consumers can be as skittish and hard to catch as an 8-point buck. As marketers, our tools are a little different than a neon orange jacket or a bow and arrow. Instead, we arm ourselves with data that allows us to track and nail our target with great accuracy.
Marketers have a complex relationship with data. Many who work as marketers consider themselves more as “creatives” rather than “number crunchers.” But data isn’t just a compilation of charts, but an amalgamation of information which demands that you target, target, target. We do a lot of this inherently, but often without the numbers to back us up. So how do we harness the data so often right at our fingertips? We target.
The key to harnessing your data is to target at every point in the process. Where to start?