Vous devez prendre des décisions rapides en matière de marketing produit. Comment choisir les bonnes sources de données ?
Dans le monde en évolution rapide du marketing produit, prendre des décisions rapides nécessite des données fiables. Voici comment vous assurer que vous utilisez les bonnes sources :
- Identifiez les plateformes d’analyse en temps réel qui offrent des informations à la minute près.
- Recoupez la fiabilité des données avec les performances historiques et les références du secteur.
- Consultez les commentaires des clients pour obtenir des données qualitatives immédiates qui peuvent guider vos décisions.
Comment filtrer les données pour faire des choix marketing rapides ? Partagez vos stratégies.
Vous devez prendre des décisions rapides en matière de marketing produit. Comment choisir les bonnes sources de données ?
Dans le monde en évolution rapide du marketing produit, prendre des décisions rapides nécessite des données fiables. Voici comment vous assurer que vous utilisez les bonnes sources :
- Identifiez les plateformes d’analyse en temps réel qui offrent des informations à la minute près.
- Recoupez la fiabilité des données avec les performances historiques et les références du secteur.
- Consultez les commentaires des clients pour obtenir des données qualitatives immédiates qui peuvent guider vos décisions.
Comment filtrer les données pour faire des choix marketing rapides ? Partagez vos stratégies.
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When making quick product marketing decisions, I rely on data sources that are accurate, timely, and directly relevant to the goal at hand. For instance, I turn to Google Analytics for real-time traffic insights, social media dashboards for engagement metrics, and sales data from our CRM to understand buying behavior. I also consider qualitative inputs like customer feedback or competitor moves to get a well-rounded perspective. The key is to cross-check insights from multiple sources, focus on the metrics that matter most for the decision, and act swiftly while staying flexible to adjust if new data emerges.
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Cuando no hay margen de tiempo, lo más importante es priorizar fuentes de datos fiables y relevantes. Las analíticas en tiempo real, como Google Analytics, son fundamentales para entender el comportamiento actual de los usuarios y ajustar las estrategias de forma inmediata. Pero no todo son números: el feedback directo de los clientes también es clave. Leer reseñas, comentarios en redes sociales o incluso encuestas rápidas puede revelar detalles cualitativos que las métricas no muestran, como emociones o expectativas no cumplidas. Este equilibrio entre datos cuantitativos y cualitativos permite tomar decisiones rápidas, pero también alineadas con las necesidades reales del público.
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Data drives decisions . Period . The moment we choose to recognize this tenet a lot of business scenarios become much easier . But what kind of data is required in product marketing : - Consumer behavior : What are the triggers & barriers to drive purchase decisions , who takes those decisions and when ? - Product feedback : Rapid and authentic feedback influence product roadmaps and shapes Go-To-Market Efforts - Competitor Information : Keeping tabs on the competition helps take a proactive strategy when it comes to combating shifting market dynamics - Industry research : Trends that shape the technology must always kept in focus and be made a part of enablement for product management and sales teams
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Provavelmente você tomara decisões de marketing por algum incômodo em resultados ou em informações com baixo atingimento e é este indicador que será o guia para escolher os próximos. Por exemplo a marca não está com a melhor visibilidade, logo analisar se as campanhas ativas estão bem ajustadas ao público certo, se o KV está atrativo e o canal está correto, e assim diante. De maneira geral busque indicadores de audiência e pesquisas de campo para uma tomada de decisão mais macro se a urgência é maior do que a acuracidade naquele momento.
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Example: If you’re deciding on a new campaign’s target audience: Pull customer behavior data from your CRM. Analyze website traffic patterns from Google Analytics. Study competitor campaigns using a market intelligence tool. Use a social listening tool to gauge audience sentiment on similar campaigns. By focusing on data sources that are relevant, credible, and timely, you can make well-informed product marketing decisions quickly and effectively.
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In a sea of data, it's important to make sure you know what metric you are tying your data too. Here's how I generally organize my data inputs: User Interviews/In-App Surveys (Appcues): NPS User Analytics (Amplitutude): DAU, Adoption/Activation, Completion Rate Feature Ranking/Prioritization: Exit Intent, Feature Webpage Visits Brand Awareness (Ahrefs): Search Volume
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Identify Your Key Marketing Goals Why It Matters: Different goals require different types of data, so clarity ensures you focus on relevant sources. What to Do: Define what you’re trying to achieve, such as increasing conversions, refining targeting, or optimizing campaigns. Match goals to data needs—e.g., behavioral data for user engagement or sales data for pricing strategies. Example: "If the goal is to improve ad targeting, prioritize demographic and behavioral data."
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Choosing the right data isn't about having ALL the data - it's about having the RIGHT data at the RIGHT time. In situations like this, it is best to: 1. First check your 'Right Now' metrics first: * Daily conversion rates * Campaign performance * Real-time traffic behavior 2. Add context from: * Customer feedback (support tickets are gold!) * Sales team insights * Last 30 days performance For example, a few months back, one of our B2B tech clients noticed a sudden drop in demo sign-ups. Instead of panicking and changing everything, we quickly checked our hierarchy of data sources. Turned out, a recent UI change had broken the demo form on mobile devices. Quick decisions don't have to be hasty if you know exactly where to look first!
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Great question! I always look for a mix of data sources—customer feedback, analytics tools, and competitor insights. It's all about balancing qualitative and quantitative data to make decisions quickly. What about you? Do you have a go-to source that helps you make faster choices?
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