HOW DATA IS USED TO DEVELOP A STRATEGY?
A PRACTICAL GUIDE TO THE ORGANIC MEDIA METHOD.
Data is very helpful to understand and improve business processes to optimize resources, both monetary and in terms of time and operations. But it doesn’t end here. Companies that can manage data correctly can design a lead generation strategy to attract the right people to their website.
Starting from the data, we can understand customers’ needs and wants, and what micro-moments they experience more often; this will allow us to implement a content strategy that accurately answers their issues. Providing the right audience with a network of content useful to them and in line with their priorities means that, when they search for something on the Internet, Google will show them our content and in it they will find the answer to their needs.
So, data is what gives brands the capacity to be there, when they search.
The development of the right analytics strategy also allows for monetizing big data. This is particularly evident in the case of an e-commerce, where the content architecture will lead to conversion, therefore creating an integration of business models.
Data governance is key. It means ensuring high data quality throughout the whole lifecycle of the data, and it involves data security, data architecture, data accessibility, and data storage. It is a comprehensive action plan that requires an investment in data science; it is under the control of the chief data officer, but all the company’s employees must work within the framework of improvement.