Stephane Hamel
Digital marketing & analytics shaped by data governance, privacy and ethics | Educator · Speaker · Consultant
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May 4, 2021
Each semester, my #digitalanalytics and #digitalmarketing (MBA) students work with a real client and real data to come up with actionable recommendations within three months. They have "carte blanche" and can be very creative - but their recommendations must follow a thorough analytical process and be backed up by data. Here are the most common issues they encounter:
▶ Tooling: Implementing a new tool, defining a new persona, creating a dashboard will make YOUR job easier. That's fine, but it's not a good recommendation for your client.
▶ Not doing: Saying a new analysis is needed is not a recommendation - it's a missed opportunity on your part. Don't say "an analysis of our audience is needed to discover our best customers"... why didn't you do it in the first place?
▶ Generalizing: 'you need a 360 degree campaign', 'you need to do a campaign on Instagram (or TikTok)', 'you need to improve your content copy'.... There has to be a logical process and quantifiable arguments that lead me to believe this is the best thing to do (out of 100 others). It needs to be specific and data-informed.
Your client wants concrete, useful business recommendations. Everything else is just babble.
May 4, 2021