Glew’s guide and two-page template to prepare your marketing data for visualisation and analysis.
How (data) mature are you?
Your data maturity essentially comes down to which questions your data is helping you to answer, and the DIKW pyramid is a great model to assess this.
- D stands for Data: What data are you capturing? What data do you physically have available to you?
- I stands for Information: How are you processing data? Are you using it to understand what is happening or what has happened?
- K stands for Knowledge: How are you applying the information you’ve processed. Are you looking at past trends to think about what is likely to happen in the future?
- W stands for Wisdom: How are you incorporating knowledge into decision-making? Are you looking at what you should do as a result of it?
To find out where you sit on the DIKW Pyramid and how mature your data use is, you can carry out a marketing data audit. This will help you work out what data you need at different stages of the customer journey and assess how much you already have and how you’re using it. The
My free two-page template, downloadable below, will support you step by step.
Page 1: Take stock with a marketing data audit
- Note the KPIs/ metrics that you want – or are being asked – to report against at each stage of the customer journey, for example brand awareness, social media engagement, conversions, churn rates etc. These are the questions your data needs to be able to address.
- Record what data you have available to answer these questions and what data is missing that is preventing you from being able to fully answer those questions.
- Identify which customer touchpoints are generating or could help generate this data, and which teams are responsible for collecting, processing, applying or incorporating it.
A marketing data audit is a powerful tool for demonstrating the overlap between different teams and business functions and keeping the focus on the customer.
Page 2. Plan ahead with a marketing data roadmap
- Write a summary of your current marketing data in the left column and a summary of the desired future situation in the right column.
- Map the data points from 1. at the relevant stage of the hierarchy for each part of the customer journey. You may find you’re doing better at utilising data at the engagement stage than you are at the retention stage.
This exercise will give you a basic roadmap for developing your marketing data so that you’re better able to answer the ultimate question: What do we need to do next?
Download the Marketing Data Audit & Roadmap templates
Glew will use the details you provide to issue your download, keep you informed of any changes or additions to these resources and invite your feedback. You can find out more about how your data will be processed and stored in Glew’s privacy policy.