Even for the savviest marketers, finding the right balance of analytics and gut instincts can prove to be difficult.
Creating an impactful marketing campaign can be a tricky balancing act. On one side, there’s analytics. Consumers leave a data trail with information about almost all of the choices they make and actions they take. Searches, purchases, sharing—all can inform a marketer’s efforts. “Analytics, for a marketer, is fundamentally used to figure out what customers want and need,” says Matthew Greitzer, COO of Accordant Media, a programmatic media-buying company. “Analytics help marketers figure out where to make investments and up their spend.
Author: Natasha D. Smith