We all share a similar requirement, in that we have unique data needs to inform our decision making. The data we collect needs to be useful at all levels so that we can turn insight into action. We will also be gathering and using data differently, but no matter how mature your company is when it comes to using marketing data, this checklist will help you evaluate how effectively you’re using data.

So, what is "useful" data? It very much depends on your marketing strategy, how you collect data and what tools you have available to optimise. We've created a basic checklist to get you on the right track.

Is your data well-organised? 

In today's climate of Big Data, we can feel like we've reached a data saturation point. The key to useful data is that it is well-organised.

An oft faced problem for decision makers is the struggle to access or integrate the data required to make an informed decision. It’s highly important to know where and how to analyse your data in an organised manner. The best way of doing this is to get data out of any silos and to integrate into a single dashboard.

For example, if your most meaningful data is user-centric you'll want to gather information on audiences, channels, devices and attribution to get a better understanding of your users throughout their customer journey so that you can gain any insight into improving their experience moving forward. Understanding user journeys across channels and devices is critical to marketing success.

Is your data integrated?

Integrating data from the technologies you use - across marketing, advertising and optimisation - helps to better inform decision-making at all levels. If you're wondering where to start simply think about how you currently use any technology in your marketing, advertising or optimisation strategy and where is the data from these technologies stored. You might be conducting digital advertising, or email marketing, offline promotion or currently not using any data analytics at all. Whatever your current situation, adopting an integrated approach in your data strategy can provide boosts in efficiency and better informed business decisions.

Do you have defined KPIs? 

The start of any data strategy requires that you set your Key Performance Indicators. Data and analytics strategies need to know how to measure success. The concept is simple; if you don’t know what you’re working toward, you can’t know what’s useful to you.

Do you know how to use the data? 

Data literacy must be promoted throughout your business as it can only be useful if you know how to interpret and use it. And the most effective way to ensure that data is properly shared is to have a documented data strategy.