Today’s marketer needs to be able to develop intuition. In the era of data driven marketing this might sound a bit irregular. It’s not.
Marketing intuition includes developing ideas, thoughts, notions, concepts and, most importantly, questions about markets, customers and prospective customers for existing, as well as new products and markets.
Intuition is built based on experiences, impressions and observations, gained both anecdotally and systematically.
Marketers should use organized data and data analysis to help develop their intuition, including formulating intuitive questions and hypotheses. Organized data and data analysis can then to be used to evaluate those questions and hypotheses to determine their validity.
In essence, data and data analyses must help to develop and evaluate that intuition.
Data must be readily available to marketers in a practical and useable form.
To accomplish this:
- Identify, collect and harness important data resources.
- Organize and correlate data into an actionable data analysis framework.
- Be able to easily query your data framework to evaluate your questions, hypotheses and test campaigns.
- Update and expand your data analysis framework over time.
Please note …in this era of “Big Data” marketers can start with less than “big data” and build their data framework over time. Start developing and evaluating your intuition sooner than later.