They need to approach marketing data analytics with purpose, curiosity and patience.
This article notes how data can give marketers more information about customers than any interview or focus group. But, even with a lot of marketers acknowledging the value in data, not all probably understand it or use it in meaningful ways.
The author notes that marketers tend to focus just on a few key metrics which don’t always explain the “why” of consumer behaviour. Marketers then use these findings to make “sweeping” decisions about their digital marketing strategies.
The author contends that to be able to make a well-informed decision, data analytics should always be approached with purpose, curiosity and patience. A robust and well-documented digital marketing strategy can help marketers leverage data to influence the success of marketing efforts.
[7 minute read]