Data pitfalls every marketer should be aware of
Nick Lavidge offers marketers 7 steps to success when sifting, determining, reading and interpreting data.
To understand data, you must understand its limits as well as its potential. A few years ago the advertising and marketing industry was blown away by the possibilities of big data. In today’s industry, the limits and potential are constantly shifting, but they need to be acknowledged before data can be understood and become useful.
While data can be a marketer’s best friend, it can just as easily be the biggest enemy. Making an optimisation with incorrect data is an incorrect optimisation. It can lead you down to a path to distress. In an overly complicated analytics industry, here are some data pitfalls every marketer should be aware.
The science of collection is scattered
… and when you’ve done all that you can then include all the other 90% of data that affects sales.
Totally John, but this article isn’t about collecting all the different types of data – more about how to make sure the data you’re collecting is as clean as possible. Thanks for the next article idea 😉