It is common for marketers to find data to be confusing or not useful. Frequently when data is not useful, individuals will warp the data until it seems to demonstrate what they want. The most important thing to avoid these issues is for the marketer to create a list of all of their assumptions of the data or topic and evaluate how those assumptions could warp their perception of the data. It would be best to leave these assumptions behind and truely explore what the data is saying.
Read more: An intervention on marketing’s dysfunctional relationship with data
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