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We have entered a world where there is no shortage of data. In fact, there is so much data that our forward progress is hampered because we get so caught up in the large number of things we can measure today. For marketers, this massive volume of data is a blessing and a curse. On the one hand, we have every number that we have ever wanted, while on the other hand, we are faced with the challenge of extracting the most meaningful data from a huge data pile that’s growing exponentially. Ever-increasing Big Data, and the Internet of Things’ promise to churn out even more data, will give rise to one of the biggest conundrums for marketers: which data should we capture and analyze?

What Data Should Marketers Be Analyzing?