So what are we going to do with all this data? On the one hand. And: We have no data on this. On the other hand. Data literacy as the ability to collect, analyze and interpret data is becoming more important. Because decisions are increasingly based on data. Absatzwirtschaft and Werbewoche have taken up the topic. Here are a few excerpts and further links.
Data, what now?
…asks Andreas Marx from Absatzwirtschaft: “For a long time now, nothing has worked in marketing without data. But they alone do not help marketers, many do not even trust data. Companies can influence their own quality.”
Here is an excerpt from the article that gets to the heart of the problem:
“A lot of the data that is traded is flat interaction data,” says Sarah Seyr. The doctor of psychology is co-founder and Chief Customer Officer of Aivie Marketing Automation and a lecturer in Customer Experience and Human Machine Interaction at Lucerne University of Applied Sciences and Arts. Her areas of focus include personalization and automation with AI. “Everything that can be tracked online is sold as a data point. But that doesn’t mean it’s relevant,” says the data expert.
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What is data literacy for?
In Advertising Week, we look at data competence against the backdrop of content success. Only if I know exactly what contacts need and how, i.e. have data, can I provide the right content in the right way.
“To do this, we need marketing strategies that go beyond creative content in order to address customers in a personalized and holistic way with targeting and profiling. And this in turn requires an understanding of how to collect and evaluate data.”
Data literacy – just has to happen now
So what now? Marketing professionals rate data literacy as the most important skill. Time to build it up. Half of these marketing specialists rate their own data skills as average at best. Reading data works, so does analyzing it. However, there is a lack of knowledge to put the data in the right context. Yet data-driven marketing is all about context. This requires the appropriate data analysis skills and this is precisely where over 50 percent of respondents see the greatest challenge.
An excerpt from the study can be found on the blog of the Institute of Communication and Marketing at Lucerne University of Applied Sciences and Arts.
Data – but secure.
Knowing what works.
Data literacy also means that you know how to collect and store data.
We have summarized the most important points of the new Data Protection Act in a checklist.