Too often, marketers invest countless hours collecting a sea of data without a clear strategy for harnessing that data to drive decisions. Below are four approaches that marketing teams should be using more often to better orient themselves around the truth of what their customers are experiencing and which strategies are actually working. Yet, even as marketers bury themselves in data, they are getting an incomplete picture of performance and their customers. As a result, companies are pouring money into marketing analytics - last year, CMOs invested more in this category than any other, according to Gartner. Rapid change is the new normal, and more than ever, marketers need to make decisions quickly that are nonetheless anchored in data.
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