From the course: Agile Marketing Foundations

Unlock the full course today

Join today to access over 22,600 courses taught by industry experts or purchase this course individually.

Data's role in marketing

Data's role in marketing

From the course: Agile Marketing Foundations

Start my 1-month free trial

Data's role in marketing

“

- For most of us seeing in the dark is hard if not impossible, we need some light to help make out shapes and what direction we should take. The same is true for marketing performance. If we can't see how well marketing is working, how do we make out the kind of business impact that we're really making? But this is how most marketers operate today. We did some research and we talked to over 400 marketers, nearly every one of those marketers agree that having a clear line of sight between marketing activities and business results is critical. A chief marketing officer that I really respect recently said that marketing is changing right in front of our eyes and that change is being driven by data. So how does the data actually provide this function? How does it drive these changes? How does it light the way forward? Think of it this way, almost everything we do in marketing in terms of running campaigns and building brands,…

Contents