Analytics Should not be a Million Dollar Problem with Janet Gehrmann
Jan 13, 2025
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Join Janet Gehrmann, co-founder of Scoop Analytics and expert in marketing analytics for SMBs, as she unpacks the world of business intelligence. She shares how SMBs can leverage affordable analytics tools to improve decision-making. Janet discusses the importance of context in data, the complexities of marketing attribution, and the impact of AI on business strategies. She also emphasizes the value of storytelling in data communication and how lessons from parenting can enrich business leadership. A must-listen for anyone looking to understand data better!
Scoop Analytics offers user-friendly tools that enable small and medium-sized businesses to conduct their own analytics without extensive IT support.
Understanding the context behind KPIs is essential for effective decision-making, ensuring that data is interpreted within its relevant narrative and trends.
Deep dives
Founding Story of Scoop Analytics
Scoop Analytics was founded by a team that recognized a gap in the market for Small and Medium-sized Business (SMB) operators who needed efficient data integration without the expense of large enterprise solutions. The founders, who had experience in B2B sales and complex business intelligence systems, noticed that many businesses had limited data sources but lacked the time or resources to tackle complex data challenges. They aimed to create a solution that allowed users to combine multiple data sources easily, streamlining the analytics process for those without extensive IT support. This innovation ensures that business users can conduct their own analytics without needing to rely on large teams, making data more accessible and actionable for all levels of an organization.
The Evolution of Data Analytics Technology
The podcast delves into how the technology landscape has shifted significantly, enabling individuals to handle entire data visualization processes that once required complex setups. Historically, data visualisation tools like Tableau and Oracle were built for large-scale implementations, but the current trend favors solutions that allow users to streamline the six-step data visualization process on their own. This transition is primarily due to advancements in technology, including improved APIs and increased computational power, which now enable users to handle tasks independently without needing extensive technical knowledge. As a result, the focus has shifted to creating user-friendly tools that empower business users to manage their data needs more efficiently.
The Importance of Context in Data Reporting
The podcast emphasizes that simply presenting a number or KPI is often insufficient; understanding the context behind the numbers is crucial for effective decision-making. A single data point, like sales figures, may present a misleading picture without considering trends, changes over time, or external factors affecting that data. For instance, executives may struggle to interpret numbers without knowing the underlying narratives or historical trends that provide clearer insights. The discussion highlights how critical it is to present not just statistics but also the context necessary to inform strategic decisions and actions, fostering a greater understanding of past performance and future potential.
Navigating the Challenges of Attribution in Marketing
Attribution continues to be a complex challenge for marketers, especially when attempting to link specific marketing efforts to financial outcomes for a business. The podcast discusses various scenarios, such as multi-channel engagements where customers might not accurately recall the source of their lead generation, which complicates the attribution process. Unfortunately, many companies struggle with traditional attribution models that fail to capture true customer journeys, leading to inaccurate assessments of marketing effectiveness. The conversation points towards the need for marketers to collect comprehensive data while also acknowledging the challenges of measuring impact accurately, ultimately suggesting a focus on understanding and improving overall marketing performance instead.
Ever wondered how small to medium-sized businesses can harness the power of business intelligence without breaking the bank? Join us for an enlightening chat with Janet Gehrman, co-founder of Scoop Analytics, who reveals the untapped opportunities in marketing analytics designed specifically for SMBs. Discover Janet's journey in creating tools that make data integration and visualization more accessible, and how advancements like APIs are simplifying the user experience. As Janet shares her insights, you'll learn about innovative ways to streamline the BI process, overcoming challenges with evolving computing power and intuitive system design.
We also dive deep into the critical role data snapshots play in strategic decision-making. Mere numbers can be deceiving without the proper context, and Janet explains why understanding the "why" behind KPIs is essential. With tools like Scoop, tapping into real-time data drilling becomes feasible, allowing businesses to navigate the ever-changing go-to-market landscape with flexibility and precision. It's not just about hitting targets; it's about understanding the questions behind those metrics and effectively managing the shifting data that influences everyday operations.
Finally, we tackle the complexities of marketing attribution and the art of analytics storytelling. Janet guides us through the intricate world of demonstrating financial impacts in B2B marketing, where traditional tracking systems fall short. The conversation underscores the importance of aligning marketing strategies with broader business objectives and the power of storytelling in making data-driven insights resonate with stakeholders. By blending numbers with narrative, businesses can foster stronger credibility and trust, ultimately achieving a more cohesive path toward success.
