The quickest way to make a CMO roll their eyes is to tell them they should be making more data-driven decisions. Of course we should, everyone knows that. Unfortunately there are a lot of “buts” attached to making this a reality. “But the data I need is fragmented throughout the organization.” “But I have no way of linking customer data across channels.” “But we don’t have the analytical skills internally to analyze the data.” “But I can’t trust available data.” The list goes on. There are, however, marketing leaders among us who actually do a very good job at leveraging data to inform marketing decisions. The problem is, when we talk about big data and data-driven decisions for marketers, it tends to veer toward boil-the-ocean concepts that are too big and audacious for even the largest marketing teams and budgets to take on. So what’s the practical reality from CMOs who are successful at making consistent data-driven decisions? What does “data-driven” mean in 2015?…
What It Means to Be a Data-Driven Marketer in 2015 Editor’s Pick!
