MERCADEO Versión en español
Alejandro Martínez from Dieste: Lessons Can We Learn On Reliable Data From The Elections
Liz Unamo| 16 de diciembre de 2016
Martínez aconseja enfocarse en los influencers hispanos
Alejandro Martinez, Director of Marketing Intelligence at Dieste, said in an article titled What The Elections Taught us about Reliable Data, published in the agency’s weekly bulletin, that after the 2016 elections they learned that the media and the majority of politicians are out of touch with a large segment of the population, which leads marketing professionals to wonder whether some brands are also out of touch with their consumers. Many brands craft messages in the image of young, successful, urban professionals that may not necessarily represent their target consumer, but their conversation might need to have more local distinctiveness.”Successful marketers rely on data to provide insights about their consumers, but data may be misleading if not gathered and analyzed correctly” he expressed, and added that “marketers are too focused on aggregating audiences into broader groups and painting them with the same brush.” He warns, however, that consumers may differ greatly from one place to another. Geography, culture, diversity, demographics, lifestyle, and many other factors affect how consumers perceive a brand or marketing message.Martinez offered some rules of thumb for correctly using data to gather insights: Making sure data is based on a representative sample of the population you’re trying to target, for example by classifying the data according to demographic groups, geographical regions, lifestyle, and/or any other group(s) that may further inform and validate your strategy. Use data to help you tailor your marketing strategy and provide insights for your creative team. To end, he said that although data got a bad rap after the elections because none of the pollsters and statisticians predicted that Trump would win, it is still the best way to make an informed decision. “Presidential election forecasts are among some of the most difficult because of the large number of variables involved, but it doesn’t mean you should give up on data for marketing purposes. If used correctly, data will increase your chances of success. On the other hand, it’s too risky to launch a multi-million dollar marketing campaign based solely on gut and without any data to back up your insight/message.”
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