Columnist Jim Yu of BrightEdge argues that with all the data available to us today, marketers should no longer be guessing at what works based on gut instinct.
Do you know what content your target audience wants to read — and where they want to read it? If the answer is no, you’re not obtaining enough of the right kind of data.
Faced with loads of data, the modern marketer simply does not have time to sift through it all — the hundreds of potential metrics, the trends in content, and the changes to search algorithms — in order to stitch together a story that illustrates what their brand’s audience really needs.
The key is obtaining the right data without putting in exorbitant amount of time to do so. Let’s examine this issue a bit more closely.