🤘🤘 Making Sense of Data: A Critical Skill for Today's Product Marketers

Making sense of data as a marketer is like learning to read a secret code that unlocks unlimited potential.

There are millions of data points out there in the wild and you don't need to collect them all. It's too much.

The real superpower is not the volume if how much data you can process how you can make turn that data into actual insights that will help your team with planning, positioning, creating campaigns, and figuring out the market strategy.

I like to think of it through these three lenses:

• Data quality vs quantity

• Decide when you have enough

• Get dangerous with it

For most professionals in the tech industry, this stuff is common knowledge.

Data Quality

There's a reason why almost all successful founders, VC companies, and startup experts, stress the importance of interviewing and talking to customers.

It's the single best thing you could do to learn about your buyers and how your product relates to them.

Although time consuming, the data and insights you get from 100 interviews with real people will beat out analyzing and confirming marketing channel sources, sleuthing the forums of shreds of data or scraping review websites.

The map is not the territory, but you have to draw it.

Choose good sources - the one you feel confident about them.

Decide when you have enough

Researching and stockpiling data is hella fun.

It almost feels like carb loading on little nuggets of delicious wisdom.

No matter how much you gather, you still have space for more.

Ironically, this behavior doesn't help anyone.

It could potentially mean procrastinating and postponing important decisions or plain lack of confidence on making a decision.

Deadlines can be useful here.

Making a push and gather as much as possible but set time restrictions so you don't fall into the trap of analysis paralysis.

Get dangerous with it

Now put all that transmuted informations into work.

Every little insight that past the test of "So what?" (s/out to Andy Bicknell-McCotter from Healthy Competition for this tidbit) question has the potential to help your departments.

Since you're a pro, it's your responsible to determine what information gets served to different departments.

Department leaders don't have time to look at your beautiful spreadsheets with gorgeous conditional formatting, or read through wall of copy-pasted PR statement or conference transcription from your competitor.

imagine yourself as a custodial who curated and turned thousand pounds of recycled data into something useful.

I like to imagine equipping myself for battle — I could throw hundreds of gadgets into my backpack, but I'd get bogged down with all the weight.

It's like an UFC fighter who gets tired by round 2, because he is carrying too much muscle mass.

Instead, think about what are main insights and assets you need to get job done and not exhaust yourself or your team members.

Looking to review how strong your competitive enablement is at your organization — take this free assessment quiz or forward it to your senior product marketing manager!

3 Savage Tweets

Newsletter Shoutout

I've mentioned Andy in this newsletter. He has just recently launched his own newsletter. If you like the topic about positioning, competition, and practical ways how to approach it, go give him a follow below.

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Have a wonderful week!

🤘🤘

d.