Are You Marketing With Your Eyes Closed?

Marketing without data is like driving with your eyes closed

Dan Zarrella

I’d argue that marketing without data isn’t marketing at all. Rather, it’s throwing s*** against the wall and then without looking to see what sticks, turning around and walking away. To drive the point home even further, marketing without the use of data is like a blind person driving a corvette on the autobahn with the pedal to medal. It’s surely a death wish.

In this metaphor, the autobahn is the marketplace. And whether you agree with the metaphor or not, I hope we can at least agree that the autobahn is nowhere near as fast, competitive and downright dangerous to jump in blindly (without data) as the marketplace. Moreso in the global economy where everyone in the entire globe is able to reach out and interact with one another. To be clear, maybe I should clarify that in today’s age, it’s easier than ever for anyone from any where that has a phone or internet to reach out to anyone else who has the same and conduct business with one another. If you disagree, I’d ask you to simply look at any physical product near you and find out where it was produced, where the supplies were sourced from, and where is it sold at. I suspect what you’ll discover will shed some light from which you can see from the lense I am describing in this article.

In today’s budding information age where through an endless amount of software, data is literally at your finger tips. Companies that produce this data, like any business, has to simplify their offering in a manner in which their users understand. Thus the excuse of “I don’t know what I am looking at” is invalid. There is mega-tons of software available that litterally make their analytics so easy to comprehend by spelling out every detail along the journey of discovery to finding a practical use that the inability to decipher it would lead many to believe you’re quite possibly brain dead.

So what data am I referring to? Oh I dunno, maybe your website or social media metrics, supply chain, operations, business model, customers… do I need to continue? In another article, I will go into greater detail into different analytics platforms on each of the aforementioned categories, yet to provide an example I’ll mention two.

First, I will reference Google Analytics, which is a free tool and everyone who has a Gmail account already has access to. This resource can tell you so much data from the basics that anyone can use all the way to information so detailed that there are actually businesses that all they do is teach users how to find and use this information. I will admit I am not one of those who understand Google Analytics to any great depth. I am simply a laymen that knows how to copy a url (website address) and paste it into the Google Analytics dashboard created for account admins.

From that simple action (copy and paste) I am able to see where my website viewers are coming from, how long they stay on my site, which pages they look at, how long they look at each page, whether they are using Chrome, Safari, etc., if they are on PC or Mac (which is important if you plan to make an app available), and much more.

What can you do with this information? Again, the answer is so endless that I won’t even attempt to answer. I will simply say that if your website is getting the majority of it’s traffic from the New York area, maybe it’s time you double down on your efforts to sell in that geographic area.

As for social media, I will mention the platform Hootsuite (a Canadian company which supports my earlier statement regarding how easy it is to reach out and touch another entity). Hootsuite is social media management tool which along with providing the same information which I described Google Analytics providing for websites, it provides for all your social media accounts on pretty much any social media platform. All the major platforms are included such as the ever popular Facebook, Instagram (which Facebook bought), Twitter (the in the moment platform), YouTube (the video kingpin), etc.

One major advantage of using Hootsuite is the ability to preschedule posts which will be automatically posted at various times which your viewers and audience are most active. So I can preschedule 10 posts to post twice per day on any combination of platforms I have connected, if not all of them. Keep in mind the same article may in fact post at different times on two different platforms because the audience or viewers are most active at different times.

What does that mean? It means I can preload any number of content ahead of time whenever I have the time and then walk away. What will happen is two days later, when I don’t have time to post content, I need not worry because Hootsuite will be posting two of the ten articles I preloaded.

Can it be any easier? I’m sure it will be in the future, but I’ll admit that for the $15/month I pay for Hootsuite, I am already a happy customer for many reasons but namely because of the time it saves. Is there anything more important?

At the end of the day the rewards of using data outweigh the hassles of learning to use it.


If this perked your interest, be sure to click the follow button at the bottom of this page. I will continue this topic and share more platforms and how to use them and why you should. Stay tuned!

As always, if you have any questions, feel free to leave a comment below or visit my Contact page and send a message. I try to be as responsive as possible. In the meantime, I wish you nothing but the best in all your professional pursuits. If I can be of assistance in any way, do not hesitate for a second in reaching out. I’ll see you at the top!


Image credits: @globallinkco

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