For this article to be valuable let’s start with two assumptions about your data: First, that you have quality data, and second that you are capable – or have access to capabilities – to effectively analyze your data. If these two assumptions are off track, establish an initiative to address these as soon as possible.
Why? Regardless of what your function, inside or outside of Marketing, quality data, that is complete, consistent, accurate, valid, and up to date, is pivotal for making high-confidence critical customer, product, and market decisions. Data without analytics is essentially raw stones waiting to be transformed from their rough crystallographic form into the shapes, outlines, and degrees of polish we value and appreciate.
Author: Laura Patterson