Modern marketers embrace analytics as critical to their business operations - that's a given.
Data is the heart of market exploration today. Now more than ever before, CMOs have access to petabytes of customer information and dozens of analytics tools. It's this same wealth of information, however, that leaves marketing teams confused.
Since the demand for analytics professionals outweighs the supply, this columnists outlines which roles are best kept in-house and which ones you should outsource.
Data algorithms should be focused on that one metric you need most - the "golden metric" - which also happens to be the one metric complex analytics often leave out.
Despite the self-admittedly clickbait title, this columnist's new book is about the things that digital innovations has eclipsed, many of which were on the verge of collapse.
Smartphones and social media have made everyone aware of recent police brutality, but it's still happening. This illustrates the disconnect between data and action.
A recent client analysis taught columnist David Sprinkle that marketers must trust the data, not necessarily their instincts!
These five steps, which range from defining your drivers to measuring success, will help you optimize your content marketing.
Real-time content can certainly be valuable, but there's a place for archival content in your marketing strategy as well.
If you can avoid these five common mistakes when deploying your analytics, you will save yourselves, and your clients, a lot of trouble.