What do you do if your feedback in marketing analytics is met with defensiveness?

Defensiveness is often a result of misaligned or mismanaged expectations. When encountering defensiveness pause and acknowledge the underlying fear, confusion, and differences in understanding. Start with validation and remind people that this is not a referendum on their worth as a human being or member of the team. Often, we as marketing leaders fail to set clear expectations about goals with our staff and stakeholders. Reminding them, and ourselves, what we are aiming for is a vital leadership skill. Then, work to reset expectations and use data where possible. Know what you're aiming for and make sure everyone else knows as well. Then checkin regularly to ensure behaviors and outputs are tracking to target.

An objection isn't a "no", it's a request for more information. When data is met with defensiveness, it's a signal that the audience needs something more - emotional or factual. Maybe it's trust, maybe it's an explanation, maybe it's validation. I once observed a whole table of executives respond in stunned silence, then dismissal, to an analyst who had delivered a challenging result. Their defensiveness came from fear of the implications. What they needed was time to digest the information, ask questions privately, and consider a response. I've learned that it's wise to hear people out, but maybe not directly. Probe for concerns to ensure that when you respond you are answering the right questions. They might not tell you right away.

It is important to position Marketing Analytics solutions within a test-and-learn framework; a means for enabling us to understand what has worked well versus areas where we might want to pivot and try something new, as the desired target was not achieved. In doing so, Marketing Analytics can be framed as a solution-oriented approach that allows for continuous recalibration. Defensiveness can often come as a result of people feeling they have done something ‘wrong’ or made the ‘wrong call.’ Rather, Marketing Analytics should be framed as a tool for collecting data points to understand ‘what not to repeat’ as well as identifying opportunities to try something different.

When presenting marketing analytics, defensiveness can be a roadblock. To overcome this, focus on solutions and frame your findings as opportunities. Gather context beforehand and use data visualizations to let the insights speak for themselves. During the presentation, acknowledge past successes and use inclusive language. Be prepared for pushback with data-driven responses, and actively listen to stakeholders' concerns.

If feedback in marketing analytics is met with defensiveness, maintain empathy and clarity. Reaffirm the shared goal of improvement, provide specific examples and data, and encourage open dialogue to foster collaboration and find constructive solutions.

The key to impactful marketing analytics feedback lies in crystal-clear communication. Ditch the jargon and complex explanations that leave your audience lost. Instead, focus on using plain language and providing context for the data you present. Frame your analytics in the context of larger business goals – how do these numbers affect the overall marketing strategy? Illustrate the potential impact of your findings – what positive changes could these insights lead to? This approach helps demystify the data, making your feedback both accessible and less intimidating. By focusing on clarity and relevance, you ensure your audience understands the value of your analytics and are more likely to take action based on your insights.

Don’t just point out what went wrong. Suggest actionable steps to improve outcomes, such as testing a different campaign strategy or using a new analytics tool.