We have become data junkies, using analytics to concoct our next move. But if your data is not used as a driver for change in every aspect of your business, then you are wasting your time. The true-life purpose of data is not just to quantify your reach (engagement). It’s supposed to affirm that actually innovation is not just a passing fad, but a driving force for survival.
Widespread access to technology has afforded companies the ability to gather data from every single person interacting with their brand, or not, for that matter. We have all sat through meetings where well-designed reports are flaunted in view to affirm to stakeholders that consumer engagement is indeed in check.
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