This entire month we’ve been talking about how to understand marketing data (Don’t miss part one, part two and part three). You’ve likely already have a few pow-wows around your data that’s come in from the holidays. Further, if you’ve been following the blogs, you’ve seen and acted on the step by step guides to charting out a metrics and analytics strategy into and through the New Year.

Typically, that data gets treated like classified info. It’s reviewed in a secret room, shared with only select few, and buried away in basement archives, to be dusted and brought back to life at milestone moments.

This is a tragedy. If you’re spending so much time around data and working to drive it, then why isn’t there something more you can do with your data in a meaningful way?

On another note, we spend so much time trying to humanize our brand, our business and our culture, and yet we are so comfortable with treating our data with completely cold and calculating minds. Sure, data needs cold calculation, but it doesn’t need to stay on ice. It can be warmed up, brought to life, breathed into so that it becomes more than just numbers on an excel sheet.

There are a few different ways you can approach this, and each way is practice in getting to see your data through a different perspective. The first thing you could do to repurpose analytics is to create an infographic. Depending on the level of data you have and whether you’re creating a monthly visual or a quarterly one, you can host your data in a variety of ways that makes it easier to understand. It’s a good practice for your team in becoming comfortable with data and thinking about it different. Moreover though, it’s a great visual for your entire department or company to have so they can have a more grounded idea of progress. It’s reviewed in a secret data room

Marketing data is like the trail of breadcrumbs you left behind to find your way to your goal. However, it can be spotty to really grasp what you’re looking at or where you’re going. An infographic is a direct tie to the goal and a great way to be more mindful of that goal as you work on a day to day basis.

How you repurpose your data can vary depending on your audience. Are you catering to just your team, your company or even the industry? Catering to the industry may seem counter-intuitive. You might be asking yourself, “Why would I share my data with outsiders?”

That’s exactly what you might want to do. If you’re in retail, your customers would want to know what sold well last month or what’s trending this week. If you’re in education, the industry would love a white paper on where you find students are investing the most in whatever capacity? If you’re in content or publications, your readers will love to know what sort of content other readers are flocking toward.

By treating data as more than just clinicians, but as PR people tasked with presenting this big block of numbers as charts as something more meaningful, we’re giving added life to a critical aspect of our business that was otherwise seen as just a one-dimensional component.