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Why Data is Every Marketer's Best Friend
Data Products: A Marketer's Secret Weapon
As someone who has spent years working in data-focused startups, I've had to wear a lot of hats: data product owner, co-founder, marketer, project manager, data visualizer, and storyteller. Each of these roles has given me a unique perspective on how crucial data products are in shaping a successful marketing strategy.
The Foundation
Why Data Products Have Become Essential for Marketers
What I've come to realize over time is that data is not just an asset, it's the lifeblood of every modern marketing initiative, and data products are the tools that help us leverage that lifeblood efficiently.
The Data-Driven Marketing Reality
Let's face it: today's marketing world isn't just about great ideas or compelling visuals. It's about making data-driven decisions, and those decisions are informed by robust data products that pull insights from a variety of sources like CRM systems, web analytics, and sales platforms. In this fast-paced environment, data products become the foundation for customer segmentation, personalization, and performance tracking.
What makes data products so powerful is their ability to fuse insights from different domains into one place..
The more I've worked with data, the clearer it's become that having access to well-governed data products is what makes the difference between a good marketing campaign and a great one. Brian Halligan, CEO of HubSpot, sums it up perfectly:
"The best marketing teams have embraced data-driven decision making. Instead of relying on gut feelings, they use data to optimize every step of the buyer's journey, from attracting leads to closing sales."
Owning and managing your data products gives you that real-time access, and it's the key to driving results. Marketing isn't just about creativity anymore, it's about data-driven, product-centric strategies that allow you to stay agile and responsive.
"The key to successful marketing in the digital age is personalization. Data helps marketers understand not just who their customers are, but also what they want, when they want it, and how they want to engage."
— Neil Patel
The Frustration of Waiting
Delayed Campaigns
Waiting on technical teams to build reports or unlock datasets can delay a campaign, preventing us from being agile in our approach.
Limited Access
I've experienced firsthand the frustration of not having access to the right data when it's needed.
Need for Speed
Marketing teams need to take control of their data products to move faster, make more informed decisions, and react to customer behavior in real-time.
That's why marketing teams need to take control of their data products. By managing and owning our data, we gain the ability to move faster, make more informed decisions, and react to customer behavior in real-time.
Revolutionary Approach
Data Mesh: Decentralizing Data Ownership
As a marketer, one of the most exciting developments in the data world is the concept of Data Mesh. In many organizations, data is managed by centralized data teams, which can create bottlenecks and slow down marketing's ability to act on important insights. Data Mesh changes that by decentralizing data ownership, placing control of data products into the hands of domain owners, like marketers.
With Data Mesh, marketing teams don't need to rely on IT to access or manipulate data. Instead, they become the owners of their own data products, managing them directly to drive more responsive and customer-centric campaigns.
Masayoshi Son, CEO of SoftBank, points out:
"Data-driven decisions are the future, and the future is already here."
The Power of Direct Control
And he's right. In my own experience as a data product owner, having direct control over data products means I can pull in customer insights, track campaign performance, and fuse data from multiple platforms without the need to wait on technical teams. With the power of Data Mesh, we become more agile, more efficient, and ultimately, more effective.
Customer Insights
Pull in real-time customer data
Campaign Performance
Track and optimize on the fly
Data Fusion
Combine multiple platforms seamlessly
Agile Response
Act without technical bottlenecks
The Game Changer
Taking Control with Latttice
One tool that's been pivotal in enabling marketers like me to harness the power of Data Mesh is Latttice. Latttice is an AI-powered, no-code platform that lets marketers build, edit, and govern their own data products. No longer do we have to rely on technical teams to build dashboards or extract insights. With Latttice, I can create my own data products by pulling in information from CRMs, sales platforms, and web analytics tools.
Autonomy and Agility
This autonomy allows me to react to market changes in real-time, optimizing campaigns and customer experiences on the fly. Scott Brinker, creator of the MarTech landscape, has emphasized the importance of this kind of flexibility:
"The ability for marketing teams to control their own technology stack, including data and analytics, is critical to their success. It shortens the feedback loop and allows them to pivot faster in response to customer feedback and competitive pressures."
Latttice gives us, as marketers, the ability to create data products that reflect the nuances of our campaigns. It lets us fuse multiple datasets, build insights, and even govern who has access to those insights, ensuring that data is secure while still accessible to those who need it.
Build Your Own
Create custom data products without coding
Fuse Data Sources
Connect CRMs, sales platforms, and analytics tools
Govern Access
Control who sees what while maintaining security
Looking Ahead
The Future of Marketing is Data Products
As marketing continues to evolve, the future belongs to those who can make smarter, faster, and more data-driven decisions. Data Mesh and platforms like Latttice allow marketing teams to own and manage their data products, empowering us to act quickly on insights that drive results.
Looking ahead, data products will be essential in creating more personalized customer experiences, allowing us to build tailored campaigns that truly resonate with our audience.
Ann Lewnes, Adobe's Vice President of Marketing, articulates the future of marketing perfectly:
"The future of marketing is all about using data to create smarter, faster, and more effective campaigns. Those who can leverage real-time insights to deliver personalized experiences will be the leaders in tomorrow's marketplace."
By taking ownership of our data products, we ensure that we're not just reacting to the market but leading it. We'll be able to build data strategies that are not only agile but also deeply insightful, allowing us to make better decisions and deliver higher value to our customers.
Wrapping It Up: Data Products Are the Future
From one marketer to another, I can tell you this: data products are your most powerful tool. As I've seen time and time again in my roles as a data product owner, co-founder, and marketer, the ability to control your data is essential to creating agile, high-impact campaigns. With Data Mesh, we as marketers can now own and manage our data products directly, giving us the speed and control we need to succeed in today's fast-paced marketing environment.
Own Your Data
Take control of your data products and stop waiting on technical teams
Move Faster
React to market changes in real-time with direct access to insights
Lead the Revolution
Use tools like Latttice to drive the data-driven marketing transformation
If you're ready to take your marketing to the next level, start thinking about how you can start treating your data products as your best friend and give yourself that edge. And trust me, tools like Latttice are making it possible for marketers to lead the charge in this data-driven revolution.
Join a Data Conversation,
Jessie Moelzer.
References:
  • Halligan, B. (n.d.). Quote on data-driven decision making. HubSpot.
  • Patel, N. (n.d.). Quote on the importance of data in personalization. Neil Patel.
  • TrueChart. (2021). Data collaboration and insights. TrueChart.
  • Brinker, S. (n.d.). Quote on marketing technology stacks. MarTech.
  • Son, M. (n.d.). Quote on data-driven decisions. SoftBank.
  • Lewnes, A. (n.d.). Quote on the future of marketing. Adobe.
  • Zembula. (n.d.). Quote on smarter use of data. Zembula.