Data. We have become an industry obsessed with data, pulled into a race of who gets the most deluxe gateways to facts, figures and analytics. We leverage on this data to cement our strategies and campaigns, confidently supporting our course of action with concrete facts and figures. Yet, just when we succeed in convincing clients, results are not always as expected.
“But this is what data shows…”
When this becomes the defending point, marketers are usually left in despair, helplessly standing in front of a disappointed client whose faith in “marketing” has gone thin.
That being said, the importance of data and data mining can still never be underestimated. It helps you craft sce
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