As marketers, we’ve become obsessed with data

As marketers, we’ve become obsessed with data

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

Marketing Analytics tools that are shaping the industry

Marketing Analytics tools that are shaping the industry

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. They tend to result in phantom impressions and estimated changes in perception – or what we call brand engagement (which is the bucket where we tell ourselves we cant measure it but its working).

But this type of vague sentiment isn’t going to cut it for much longer. Business owners and senior executives are increasingly demanding more tangible and quantifiable metrics and for marketing to be more data-driven.

As a result […] Read more