It has been said that ignorance is bliss. I am confident though that old adage doesn’t apply when it comes to measuring the performance of your marketing programs through the lens of your internal data only.
Given the urgency to leverage the vast amounts consumer data, many companies may not be focusing on the most important characteristics of a strong analyst.
Successfully growing your brand, leads and sales requires having deep understanding of the omnichannel customer journey, your ROI at the most granular level and your ability to be nimble enough to pull the levers that have the ability to move your organization forward.
Having access to more data does not assure you’ll have better insights to drive engagements and conversions in 2014. Here are a few suggestions for how you might want to leverage the data overload to help you drive your digital marketing strategy in the coming year.