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. Consequently, data-driven decisions are only as good as the questions that we ask of it, and the tests that we run.
In the last few months, I’ve found myself engaged in conversations with more and more organisations who claim to understand how to leverage data in their marketing operations, yet fail to articulate this when pressed on the matter.
Don’t get me wrong, the quest to measure marketing performance should be […] Read more