As marketers, we are constantly encouraged to be ‘data-driven’. For starters, we are expected to keep a close eye on acquisition costs, track funnel metrics, and keep tabs on conversion rates.
On top of that, we use audience data for segments, behavioural data for optimization, and customer feedback data to find and solve customer experience issues.
With all of these various ways of using data, though, how can we be sure we’re doing our jobs correctly? That is, are we truly marketing in a ‘data-driven’ fashion? – Read
