5 data assumptions that marketers should avoid

Marketers using data to inform strategy is not a novel concept. Yet the process for harnessing this information and the amount and type of data available to marketers have converged to redefine data-driven marketing in 2017.

Data that is siloed by applications, teams, and legacy systems has resulted in incomplete or incongruent resources. Access to total enterprise data, including customer data, sales data, and research, has widened the scope of the marketer’s reach. And this sheer volume has made the process of funneling data through to actionable insights more complex and challenging.

Brand managers, striving to maximize spend and performance, have an opportunity to embrace advanced marketing analytics and positively impact collaboration, real-time decision-making, and revenue. This starts by removing the perceived barriers to entry for working with data.

In order to maximize the value of marketing data, here are five assumptions marketing leaders should avoid:

Assumption 1: Data is not forward-looking; I can’t be responsive with data.

A 2016 Forrester study found that marketers are struggling to be responsive in real-time interactions with customers, as they focus on traditional performance measurements such as customer retention and acquisition.

Bron en volledig bericht: Chiefmartec