Data Sanity: Keeping Your Marketing Data in Check (Without Losing Your Mind)

We all know the drill: data, data everywhere. Every click, every interaction, every sneeze—it's all being tracked. And yes, in marketing automation, customer flows, and lifecycle management, data is king. But let's be real, unless you're building complex AI models with a team of data scientists, you don't need to track everything. In fact, you probably shouldn't.

Massive data tracking isn't free. It comes with costs—storage, processing, and the sheer mental bandwidth required to manage it all. And let's be honest, if you overcomplicate things, you'll end up with a data swamp, not a data lake.

So, how do you keep your marketing data organized without drowning in it? Here are some simple steps:

1. Define Your Purpose (And Choose the Right Tools)

What are you trying to achieve? Real-time marketing automation? Product analytics? Your purpose will dictate your data needs and tool selection.

(Note: If your company already has a set tech stack and you're not in a position to choose new tools, don't worry! You can still apply the principles of this guide by focusing on how to best utilize the existing tools for your specific marketing purposes. You can also internally challenge current tool usage if necessary.)

Real-time Marketing Automation

Focus on tracking user actions, prioritize data points with a clear ROI, and choose a user-friendly tool with real-time capabilities. Don't use it as a glorified log system!

Product Tracking

Consider a separate tool. Marketing doesn't need to know every button a user clicks in your app's settings. You care about active users and key product interactions. Product teams, on the other hand, need that granular data.

2. List Your Use Cases (Start with the End in Mind)

What campaigns, reports, and dashboards do you need? Knowing your desired outcomes will help you determine what data to track.

Example: Abandoned Cart Flow

You'll need basket items, purchase information (or lack thereof), email address, and consent. Keep it simple.

3. Document Everything (Create a Data Bible)

Create a document that outlines what data you track, where it's stored, and why. Add technical details to facilitate communication with your tech team. Make it accessible and mandatory reading for anyone starting a new project. Prevent reinvention of the wheel and data chaos!

4. Monitor, Evaluate, and Iterate (Data is a Living Thing)

Regularly review your data and its connection to your use cases. Collect feedback and ideas. Don't be afraid to add or remove data points as needed. Data should serve your goals, not the other way around.

5. Bonus: Befriend Your Data Science Team (They Might Just Save Your Life)

They can offer insights into data enrichment, pre-calculated fields (like churn prediction), and new data points to track. A data discussion might sound daunting, but it can lead to significant efficiency gains and even early adoption of AI features.

It's really that simple. Keep your data focused, organized, and aligned with your goals, and you'll be well on your way to marketing success.