Data is everywhere in branded merch. From open rates to order history, you probably have no shortage of it. The hard part isn’t collecting information but figuring out what it means and how to use it. Pulling reports or peeking at dashboards only gets you so far. What really matters is what you do with all the data.
In a piece for the Cognism blog, writer Ilse Van Rensburg says that when you analyze data you collect, you benefit in all kinds of ways. You know which accounts to focus on, where your pipeline is changing and how conditions are changing so that you can make better business decisions overall. In this issue of PromoPro Daily, we share her tips on how to turn everyday data into insights you can use.
Don’t Miss A Thing: SUBSCRIBE To PPAI Newslink
Start with clear business questions. To understand what the data shows, ask questions like “What markets should we prioritize?” and “Which account segments produce the strongest pipeline quality?” Van Rensburg says the sharper the question, the more useful the insight.
Check whether the data is fit for the decision. For example, consider if the data is current and complete. Also consider whether contacts are verified and reachable. She says this step is often skipped because it feels operational. However, it isn’t. It determines whether data can be trusted.
Bring relevant data together. If you’re using multiple systems or bad data for your insights, then your findings will be unreliable. Van Rensburg says it’s important to centralize your data and make sure it’s clean and consistent by removing duplicates and filling in gaps where possible.
Apply data analysis techniques. Van Rensburg recommends choosing analytical methods that match your business questions and data types. This is because different insights require different approaches.
Visualize for clarity. The goal, she says, isn’t artistic beauty but rather immediate comprehension. You could use line charts for trends, bar charts for comparisons and funnels for conversion processes.
Interpret with context. Van Rensburg says raw analysis results aren’t insights until you understand what they mean and why they matter for your business. Ask what it means and why it’s happening. For example, are there external factors like economic conditions or industry changes at play?
It’s worth taking the time to look deeper at the data you collect. Whether you’re evaluating account potential or looking for changes in client behavior, analyzing your data and adding context can help you refine your strategy and identify opportunities you may not have noticed.
Compiled by Audrey Sellers
Source: Ilse Van Rensburg is a senior content and strategy manager specializing in B2B growth, sales-aligned content and long-form strategic analysis.
