Lesson: your business can act / react faster when all team members are aware of key trends and market conditions
When planning a marketing campaign, you need to gain insights on things like subscriber demographics and usage patterns. In most large organisations, this requires raising job orders for a database extraction team to write SQL queries. Imagine wasting 3 days just to get hold of this - a waste of precious time to market.
During my startup days at LifeLogger, we empowered everyone in the team with access to information on our performance. Dashboard reports on registrations, usage and trouble tickets. This gave everyone a sense of how we were doing on a daily basis and helped us to build relevant features for our customers.
If your marketing campaigns are driven by data, your marketing teams should be given full access to business intelligence software. Everyone should be empowered to ask or generate reports.
In large organisations, this means giving access to web-based software such as Business Objects. Drag and drop your criteria & get instant results, e.g.:
Tell me
How many people live in Kuala Lumpur
And are under the age of 18
And have purchased 2 pairs of yellow shoes over the last 3 months
Run the query
Bam!
Instant results within minutes
In summary:
- Don’t just appoint one person to generate reports
- Give everyone with a revenue target (KPI) access to business intelligence software
- Web-based reporting software will speed up everyone’s ability to act / react
- If you still rely on old-fashioned SQL scripts, fix the turnaround time to get results. Sometimes 3 days is insufficient in fast-paced markets
- Put a lock on your customers personal information, and don’t be paranoid about the security of everything else
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