Piotr Korzeniowski, CEO at Piwik PRO: You share a lot of helpful resources around various martech tools on your website. What motivates you to create content?
Jude Onyejekwe, Marketing Analytics Specialist at Hedy and Hopp and co-founder of DumbData: My main goal is to make analytics easier. Therefore, I create content to simplify the measurement field for non-technical marketers in a more accessible form. On my website, DumbData, I also share worksheets to promote collaboration among users. Additionally, I hope to provide marketers with insights into using specific martech tools effectively.
By creating content around analytics, I hope to inspire marketers and data analysts to come up with innovative approaches and make data work for them.
Piotr Korzeniowski: While creating content, you need to keep up with various news and trends from the industry. How do you approach this ever-changing landscape of web analytics? Can you share tips on how to stay up-to-date?
Jude Onyejekwe: I rely on various sources to stay informed about industry developments and changes. I frequently review the announcements of Martech vendors and follow the LinkedIn accounts of data leaders and Martech vendors. I draw inspiration from my work experiences, insights shared by recognized experts, or discussions with fellow marketing analysts. What I found most practical is to observe the challenges faced within my analytics community. Being an engaged member gives an ultimate insight on real-life examples of problems other users are facing.
Being an engaged member gives an ultimate insight on real-life examples of problems other users are facing.
Piotr Korzeniowski: Have you observed any influence of being an active community member in your professional life? Could you share some examples of how it can help create new opportunities?
Jude Onyejekwe: There are three direct influences that I can easily point out.
First, you get free access to the experts in the field. The community has helped me find the answers to some of my measurement challenges. One particularly valuable experience was the help of Kuba Bomba from Piwik PRO. He used his expertise to help me resolve my tracking issue concerning the consent banner to manage GTM tags. I decided to write a blog post about it that could help more people with a similar problem.
Also, you acquire knowledge. I have decided to implement a web analytics tool, Mixpanel, on the DumbData website, even though I had only beginner’s knowledge about it. Through the community, I could access interactive product education sessions that addressed common questions and concerns about the product. It was enlightening to witness other community members asking similar questions while the engineers and experts from the company generously shared their expertise during regularly conducted webinars.
Finally, as a community member, you can gather new ideas for your content. Some challenges and discussions have sparked ideas that motivated me to write about topics relevant to the measurement field.
Piotr Korzeniowski: A lot of SaaS companies right now want to be community-driven. In your opinion, what can they do to create a better experience of being part of the community and engage more active users?
Jude Onyejekwe: SaaS products can enhance the community experience by incorporating certain elements: humanity, curation, democratized knowledge sharing, care, and recognition.
As for SaaS companies, they should act as curators and distributors by sharing information about innovations community members are doing. This can be a detailed guide on customer wins, innovative product usage, or solution built on top of their product. Such a proactive stance has proven highly beneficial in stimulating my own innovation in the past.
Companies can also organize frequent Ask Me Anything (AMA) sessions, allowing the community to get answers to burning questions about product usage. It was instrumental in how I learned a particular analytics software. Monthly or bi-weekly product update sessions are also essential to inform the community about recent developments.
Basically, it is important to establish an ecosystem that caters to beginners and helps them understand the product. Community experts, who generously contribute their time to help, should be greatly appreciated. It is immensely valuable that members can submit feature requests and product ideas while actively building what the community truly needs.
Piotr Korzeniowski: Being inside numerous communities around marketing and analytics, did you spot any specific trends shaping the community and its members?
Jude Onyejekwe: One consistent trend that has persisted since the beginning of communities is the desire for a supportive environment where challenges are promptly addressed and resolved.
However, an up-and-coming trend I have observed is the emergence of specialized sub-communities dedicated to helping the industry’s beginners. These communities prioritize providing necessary resources and guidance to master skills and establish successful careers. This focused approach contributes significantly to beginners’ growth and development while starting their journey in the field.
One consistent trend that has persisted since the beginning of communities is the desire for a supportive environment where challenges are promptly addressed and resolved.
Piotr Korzeniowski: What is the most rewarding part of actively participating in a community around SaaS products?
Jude Onyejekwe: It has been a tremendous source of inspiration, aiding my knowledge acquisition and career development. Also, it has provided me with valuable access to free assistance from other experts, fostering the growth of my professional network.
Jude Onyejekwe, Marketing Analytics Specialist at Hedy and Hopp and co-founder of DumbData
Jude is an analytics specialist working with businesses across diverse industries in Africa, Europe, and North America. His passion for writing and assisting non-technical marketers to thrive in the ever-evolving realm of analytics gives him great satisfaction. Currently, he works as a marketing analytics specialist at Hedy and Hopp. He also co-founded a resource hub called DumbData.