Here's how you can evaluate a company's data-driven culture during a marketing analytics interview.

You should ask questions like How do you collect product-level data, How is your product data pipeline structured? How do you collect your marketing level data, What CRM do you use to collect customer /lead data? What is your most important marketing KPI? What is your most important product KPI? What is your most important customer success KPI?

The first question to ask yourself is, does it really matter to me? Would you turn down a job offer if the answer is, "No?" Many analysts, data scientists, and data engineers don't know or don't care; they don't connect what they are asked to do to a broader business context. And even when they do, they value being told they're doing great work more than actual impact. So if you really are one of the few that would turn down a job if they didn't make decisions based on data, then ask, "Can you walk me through how you decide on ____?" When the answer is different between peer interviewers and senior folks, the answer is, "No, they don't make decisions based on data. They use data to prove a decision already made was right."

When evaluating how a company utilizes data, ask for examples of data-driven campaigns or decisions. Look for detailed case studies or scenarios where data was a key factor in decision-making. A strong data-driven culture typically means their marketing strategies are heavily influenced by consumer behavior analytics, A/B testing results, and market research. This indicates a high level of data integration in their marketing efforts, which is crucial for effective and informed decision-making.

If there's a dedicated analytics team, find out how their insights influence marketing strategies. This will help you assess whether there's a siloed approach or a cohesive, cross-functional effort that leverages data insights. A collaborative environment ensures that data-driven decisions are effectively integrated into marketing strategies.

Ask about ongoing learning and development opportunities related to marketing analytics. Companies with a strong data-driven culture often invest in training to keep their teams updated on the latest analytics tools and techniques. If they offer regular workshops, courses, or access to conferences, it indicates they value keeping their staff skilled in the evolving landscape of marketing analytics. This commitment to continuous learning is a great sign of a forward-thinking organization.

Ask about the decision-making process and how data informs it. You want to know if they rely on data to validate hypotheses, optimize campaigns, and drive innovation, or if decisions are based on intuition or seniority. A company that uses data to support their decisions is more likely to be forward-thinking and results-oriented. This environment is ideal for a marketing analytics professional who wants to make a meaningful impact with their skills.

A data-driven company will have clear KPIs that they monitor regularly. Understanding which metrics they prioritize—like customer acquisition cost (CAC), lifetime value (LTV), or conversion rates—will give you insight into their strategic focus and how they leverage data to achieve their business objectives. This will help you gauge if the company aligns with your analytical skills and professional goals.

One time at work, I interviewed for a position where evaluating the company’s data-driven culture was crucial. In my experience, one thing I've found helpful is asking specific questions about how data is utilized in decision-making processes. For instance, inquire about the tools and platforms they use for analytics and how often data insights influence marketing strategies. Observe if they have a dedicated team for data analytics and if they invest in continuous training for their employees. Additionally, assess their openness to innovation and whether they encourage experimentation based on data insights. This approach provides a clear picture of their commitment to a data-driven culture.