HP Marketing Director: Data is the key in making good decisions

Luis Antonio Gonzalez Rodriguez is the Digital Marketing Manager at HP Mexico. After working on the agency side as well as the brand side, he's come to see the immense potential of data and analytics to drive better decision-making, especially for in-house marketing teams.

"If you have the analytics, the data, I think you can take better decisions." The key, according to Luis, is developing a solid methodology for analysing and acting on that data. But it's not enough to just have the data - in-house teams also need to be open to integrating different sources and technologies to get a holistic view. "You have to be open to use different technologies and take data from there," he advises.

One area Luis sees as particularly crucial is attribution modelling. "When you have the attribution model, the different players in the team can work together to improve the outcomes." With the right methodology and data integration in place, Luis believes in-house teams can unlock powerful insights to drive better business decisions. But he also cautions against getting too caught up in the numbers, emphasising the importance of imagination and staying positive even when the data doesn't paint the rosiest picture. "Sometimes the answers are in some books, but sometimes not. You have to analyse all the time and think about what is happening, you know, and you have to be open.”

Marketers should not let themselves get frustrated by data - just keep digging into the insights to get to the core of why customers are behaving in a particular way.

It's that balance of data-driven insights and creative problem-solving that makes marketing analytics such a "shiny new object" for in-house teams, according to Luis. Find out more about it on the podcast.