The most important challenge about data is interpreting it. You can spin it into lots of shapes and form, you can cherry-pick metrics and KPIs to say whatever you or your client /management needs to portray.
That’s why I hate seeing the term ‘overachieved’ in media campaign reports. Was that the correct KPI for the business? And did you track it ok, is your data accurate? Also, does that translate into business-centric results? Did you estimate your potential audience before going live with a campaign?
Don’t just tell me you engaged 1M people. Tell me you engaged 1M people of the 5M you were targeting. Explain how your Share of Voice is increasing because of your marketing campaigns and which one delivered earned media. Otherwise, it just might be that our site was down 2 days this month and people were reaching out on social media to complain. I want to hear all about how the conversion rate increased by 1% AND that means almost $1M in the bank account (hurray!).
You get it. Give me context. Prove that you as a marketer drive value. Do not spin data. It’s fake and we’re both wasting our time. And our clients money.
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