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As marketers, our obsession with data and the promise that this so-called “silver bullet” can deliver results is misplaced. In doing so, we’ve forgotten that data is just a tool to inform decisions.

Few marketers would admit that they truly have a handle on their analytics. But don’t blame it on the marketer. Marketing efforts are, by nature, hard to quantify in terms of dollars, revenue or impact.

The marketing landscape across the last 10 years has undergone a rapid transformation from the broadcast approach of mass media to a more targeted approach enabled by technology that has manifested in today’s environment where digital and social media are playing a more prominent role in the marketing mix.