Customizing data collection for search marketing success

There are three Cs fundamental to building a data-informed organization: Communication, Cooperation, and Customization.

Communication is necessary to ensure that teams working together towards common goals are able to ignore the artificial silos that emerge in organizations almost by necessity. Disciplines such as marketing or business analytics are simply too broad to be confined into a single department. It’s also been shown that when departments within an organization have communication breakdowns, then any data that needs to traverse from one department to the next will also show this disrepair.

Cooperation is how a robust communication structure manifests in an organization. The agile workflow has many great exercises to bridge together the threads of being able to TALK to each other with being able to WORK with each other.

Customization is absolutely vital for any data collection attempt, as the platforms we use for data collection are rather useless out-of-the-box. Google Analytics doesn’t know or care about your organization’s idiosyncrasies – you need to tell the tool how your organization works.

In this talk, Simo will introduce each of these three concepts, showing how healthy communication structures set the foundation for healthy cooperation, which in turn is necessary for data collection to be customized in such a way as to give the correct results for the correct questions. The examples are tailored for search marketing but can be applied to all business contexts within the organization.