The data does not lie! Learning how to read metrics and understand the story they are telling is essential to discovering the impact of your marketing campaigns. 
A Data Driven Marketing Leader, 2020 Salesforce Marketing Champion, Senior Director of Analytics and Business Intelligence at Media Matters Worldwide, Emilie Sanders Lee, speaks about how to look at the data you are collecting and how to use that to your advantage.



 
Takeaways:
Data means something different for every client. Understand your goal in mind and bring in the data related to that goal. There is no secret sauce! 
The best storytelling with a campaign can be done with very simple visualization. A trending chart is one of the best visualizations to see the metrics of a campaign all stacked on top of each other.
Use testing as a tool to lay out the groundwork for budget and time. This will help you put forth the best campaign possible.
Trust the data. Do not assume that one marketing tactic is going to work well because it has in the past. Continue to test and update so that you have the latest information on what is working and why.
Plan to be able to pivot quickly. There is a lot of uncertainty in today’s climate. Programmatic and social are easy ways to pull and launch campaigns quickly.
Career advice: Stop fearing what you don’t know. If you don’t know about it, then educate yourself. Never stop being a student.




 
Links:
LinkedIn: https://www.linkedin.com/in/emiliesanderslee/
Twitter: https://twitter.com/emilieslee
Media Matters Worldwide: https://www.mediamattersww.com
Alzheimer's Association: https://act.alz.org




 
Busted Myths:
If you are only looking at your specific campaign metrics and not thinking about it holistically then you are doing it wrong. Think about the client’s revenue, backend data, and leads, to see the bigger picture. Pull in the data that they care about most so that they can say “This campaign is making a difference.”




 
Ways to Tune In:
iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube - Full video - https://youtu.be/0Gv18fRXbww