You're facing conflicting data insights in product marketing. How do you choose the right path forward?

Customer First The data insights shared must converge towards a single point objective - your customer first. Any insights that provide data that reflects an opportunity for addressing a customer pain point or growth area should be offered priority. As long as the source of the data is authentic and there has been an established basis that demonstrates approx 70% alignment, the data can be scrubbed and used.

One thing I have always tried to do is triangulate the data. Find ways to have third data set that have correlation to the data you rely upon. You can test your hypothesis and the data available vs the correlation that worked before and see which works best. Then test with your sample of customers prior to scale.

Rightly pointed out, assessing quality of data is critical especially if insights are diverging. Basic quality checks like if the datasets are biased, sample sizes are good, interpretation is done is correct manner in line with business structure should be the starting point.

¡Absolutamente! Encontrar información contradictoria en los datos de marketing es un desafío común. Lo importante es tomar una decisión informada y basada en datos sólidos. Al combinar diferentes fuentes de información, analizar los datos de manera crítica y considerar el contexto, se podrá tomar decisiones más acertadas para la estrategia de marketing.

I am a big proponent of diversity. Having a diverse group brings a different set of opinions and perspectives and generally gives one better outcomes. It is important when looking atl market data to understand who was queried and whether that really is representative of your customers and this, whether the conclusions are accurate

This is a crucial reminder of the impact that cognitive biases can have on data interpretation. In today's data-driven world, it’s easy to unconsciously lean towards insights that align with our preconceptions, especially when different departments have their own lenses, such as marketing versus finance. Striving for objectivity by incorporating diverse viewpoints is not just a best practice—it's essential for making informed, balanced decisions.

A major source of conflicting data is 'paid' market reporting. Most of these analytics companies benefit from painting an inflated, rosy picture - because that exaggeration is exactly what their major paying clients want to hear. Unfortunately, you can sponsor all the reporting you want, but it is not going to be a self fulfilling prophecy, it is just wishful thinking. I have observed that single-source sponsored reports get quoted so often that the data points seem to become a universal truth. And this is even before confirmation bias and different interpretations do more damage to the truth.

Bias needs to be examined and understood, because if the root cause of the bias is based on sound and valid experiences it can make a valuable contribution to final product, packaging or sales strategies.

Experimentation broken into multiple parts helps avoid biases. Even if you ran the same experiment, for the same duration with the exact same target audience, there is a possibility to find nuanced results. So, repeatedly experiment with different cohorts and different treatments, focus on device level metrics for additional data pattern.

Focus on the insights that come from the most reliable, accurate, and relevant sources, aligning with your key business objectives.

Your marketing objectives should serve as the north star that steers your decision-making amidst any data discrepancies. If your primary goal is to expand your market share, focus on analyzing data that provides insights into customer acquisition and brand reach. However, if profitability is at the forefront of your strategy, concentrate on metrics that revolve around customer lifetime value and sales conversion rates. By aligning your data analysis with your overarching strategic objectives, you can ensure that your decisions are purposeful and directed towards achieving your goals.

Revised perspectives on Customer awareness and perspectives in the particular product /service sector needs to be done regularly. This can lead to crucial issues that affect sales being Revised and fine-tuned to enhance overall results.

To maximize sales performance, it is important to regularly review and adjust customer awareness and perspectives in the relevant product/service sector. This proactive approach enables the identification and addressing of crucial issues, leading to continuous improvement.

Priorizar as metas é essencial; no entanto, é necessário ter clareza e alinhamento corporativo sobre aonde se quer chegar. Caso contrário, podem ocorrer desvios. Compreendendo isso e somando aos números gerados pelo marketing de produto, é preciso realizar uma análise detalhada e entender o cenário. É fundamental saber identificar oportunidades e avaliar riscos com os insights gerados para a tomada de decisão.

Consider leveraging qualitative data alongside quantitative insights. While numbers provide a clear picture, user feedback and behavioral observations can offer context that bridges the gaps between conflicting data sets. Balancing these perspectives can lead to more holistic and informed product decisions.

Hypothesis can be tested in a selected customer group, in order to get initial results pertaining to approval or improved points required in the final product.

Often in product marketing, there are multiple right answers that may seem to conflict but actually different ways to appeal to the similar audiences. This would be a great opportunity to use A/B testing to evaluate concurrently which approach would deliver better results, rather than disprove some of the results.

A/B testing is indeed invaluable. During my time at VMware, I led a series of A/B tests that played a pivotal role in refining our product messaging for the Tanzu portfolio. By experimenting with different approaches, we discovered that even minor adjustments in our content and positioning led to a significant 4x increase in user engagement on Tanzu TechZone. These small-scale experiments illuminated the path forward amidst conflicting data, proving that every test is a stepping stone toward clearer insights and more effective strategies.

Testing can be done in multiple ways, across multiple vectors. When doing A/B testing, only change one variable. Either in the product, the sales/marketing channel, the messaging or in the geography or demography. Before starting with A/B, please realise this is a fine tuning tool, not a wild goose chase adventure that can be used to throw any idea to the wall like spaghetti, just to see if it sticks.

In my experience of building startups and solutions for customers we care about, we will need to manage an array of experts and stakeholders while building. This will always infuse fresh perspectives into the business of decision-making. Examples of expertise that businesses might need include product marketing professionals, data analysts, external consultants, third-party stakeholders and partnership specialists.

Yes, relationships with Industry ‘experts’ are critical to unravel mixed news. Also experts within Financial Institutions may be good - as they many times see signs/metrics that can give clues.

Engage with stakeholders and experts from different departments to gain diverse perspectives, ensuring a well-rounded decision that mitigates risks.

In newly emerging products and services it is essential to understand that expertise may not be readily available. New products and services with a focus on futuristic markets need to have a current and forward looking perspective.

As we delve into uncharted territories of innovation, let us not be hindered by the lack of pre-existing expertise. Instead, we must draw upon our collective ingenuity and determination to shape a better tomorrow, one futuristic product or service at a time.

Flexibility is key to success. For me, it is like a scientific experiment, you need to set time points where you assess your success. We look at our assumptions weekly as we start a campaign and as we move along, we will assess at different time points and modify as we learn what is and is not successful. Adapting your marketing efforts over time is key to attract and keep customers.

Adaptability and change is key to advancement in new and emerging matfor products and services. It is very important to have a team that continually assesses changes in every aspect of products or services, relevant to Globally changing trends.

In order to stay ahead in the ever-changing landscape of new and emerging markets, it is vital to have a team that is constantly assessing changes in all aspects of products and services, ensuring alignment with evolving global trends.

Considerar diferentes opiniões e dados, e ponderar sobre o melhor direcionamento faz parte do dia a dia de todas as frentes de marketing. Cada dia mais é preciso "desaprender" para "reaprender", e assim pode surgir um produto que encante seu cliente e atenda às demandas do mercado.

While flexibility is critical, there also needs to be a clear vision of the end-goals for the product. The journey can be flexible, but the destination must not be compromised in the process. This requires an in-depth understanding of the problem the product is trying to solve, and the impact it is expected to create in the market. If this is unclear, then it would be best to proceed with caution and not exercise flexibility for the sake of appearing to be agile.