PART ONE – UNDERSTANDING THE PROBLEM
If you are reading this, I assume you have purchased this book. You’ve flicked through randomly, glanced at the cover, and skimmed the main introduction. Let’s kick things off, shall we?
Part One is about understanding the problem; to do that, we need some memorable frameworks, examples, and shared foundational knowledge. This allows us to enter the room and know roughly where all the doors, windows, and corners are before we rush straight over to the steaming pile of shit on the carpet. It gives us context and perspective.
The information contained has not all been created by myself; I’m part of a broader field and industry. Some material is presented as is, and some is adapted and repurposed from other sources. In those cases, I have strived to give the original creator fair credit and personally sought permission to use their material.
I can promise you that I have spent a long time, nearly a decade, sourcing, understanding, absorbing, and regurgitating this stuff in a critical environment where the end user is a marketer just like yourself expecting professional advice and sound, no-nonsense support and direction.
We’ll familiarise ourselves with The Analytics Maturity Curve; there are many like it, but this is mine. We will break down the various levels and assess where you are on the curve. We’ll work through level 1 to level 5 and look at each level’s most critical steps and pitfalls, stopping to highlight The GAP, what it is, and how we cross it.
We’ll take our learnings from Kmart, Wickes, Mint.com, and the recent Cannes Lions winner, Data Tienda.
With sound foundations under our feet, we’ll take a good step back again and honestly review our role as marketers and the challenge of being pulled in so many different directions. We’ll consider what we’re trying to achieve for our clients, bosses, and customers and bring it down to The Power of One.
Once we’re armed with some of these ideas, approaches, and frameworks, we’ll detail the difference between first- and third-party data, how it’s linked to the coming Cookie Apocalypse, and why everything we do as digital marketers is about to be pulled away underneath us. Out of the rubble, we will create new approaches and revisit the old first-party and server-side data collection methods we should have pursued in the first place.
I’ll balance the technical know-how with strategy so you can have an informed conversation with your developer about your data strategy and how best to move forward.
When we’re all caught up and understand why our data is F**ked, we’re ready to start taking action. To do this, we’ll look at the Pillars of Personalisation, data as a resource, analytics maturity, and our tools, and work through an approach that will help us to explore the exciting opportunities possible with this new permission-led and cooperative way of working.
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