Data. If you’re like 68 per cent of marketers (according to McKinsey), this simple, short word probably just sent a chill down your spine .
That’s because while 78 per cent of marketers profess the importance of data in improving their business and fuelling their decision making, the majority are struggling. Facing a deluge of data points, with no guidance on how to structure, analyse or make sense of it. Then there are those who dread the day data will power enough artificial intelligence (AI) for robots to take over our jobs. They bemoan the future of a creative industry already hijacked by number crunchers and sapped of its right-brained character.
But here’s an unpopular op
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