Unlock the Data Vault: Getting the Most of What You Already Have

by Jenny on March 5, 2021 Comments Off on Unlock the Data Vault: Getting the Most of What You Already Have

Our process of “Unlocking the Vault” is the first step of a multi-phase approach to strategic brand positioning and development. The objective is to expedite strategic planning and processes by leveraging the insights brands already have. We accomplish this through data inventory audits, stakeholder interviews, and guided discussions regarding significant macro/micro environmental topics. As a result, we provide clarity and context around the brand’s most pressing objectives to ensure next steps yield actionable insights and produce results that have a meaningful impact.

So, why do we start here and how do we proceed? I’m glad you asked!

Too often we see brands jump right into a new project – such as customer feedback collection or marketing campaign development – without laying any groundwork. Yes, it is good to have a clean slate and a fresh perspective when pursuing new objectives; especially considering all the ways consumers and markets have changed over the past year. But this does not mean we should disregard findings from previously completed projects or lessons learned from past initiatives. Rather, we should leverage this vault of existing insight and extract more value from the assets we already have.

Regardless of a project’s scope or purpose, we always recommend starting with an internal data assessment before taking external action. The reason is simple: Brands are currently sitting on a treasure trove of insight hidden within their existing data inventory. By strategically organizing and analyzing these existing insights, they establish a solid foundation based on facts and truths. From there, ensuing decisions will be made with confidence and newly acquired data will be building blocks rather than assorted material.

Here is a brief overview of our approach:


  1. Tell us about your company.

The more we know about you, your overall goas, and how this project fits into the big-picture, the better we can plan, act, and deliver results that align with your unique needs.


  1. Share what you know about your customers.

Unlocking the Vault is about digging into what you already know in search of deeper insights hidden below the surface. This phase is also about examining any presumptions, hypotheses, or theories that can be validated or challenged as the process moves forward. Whether it’s historical sales data, customer profiles, or results from previous feedback surveys, we like to put everything on the table related to customers and prospects.


  1. Introduce your top competitors.

Identifying the key players within your market will guide valuable dialogue about where you currently stand – and where you want to be – within the competitive landscape. This step also tends to highlight emerging competitors, potential threats, and looming blind-spots that warrant closer inspection.


  1. Paint the picture of your market today.

Setting the scene around your brand, your customers, and your competitors will establish context and provide a lens through which we can start to understand your perspective. Through this process we’ll also identify areas in need of more detail and promising opportunities to further explore.


If you are ready to Unlock the Vault of your own customer insights, we have the strategy, resources, and experience needed to lead the way. Give us a shout so we can discuss how to get started.




Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

JennyUnlock the Data Vault: Getting the Most of What You Already Have