Doing with data
Over 60% of marketing executives say data is more important than it was 12 months ago, and two-thirds of them plan to spend more on marketing technology in 2015, with a large percentage (28%) aiming to shell out significantly more, according to a study by Conductor. “This trend is reflective of the increasing importance of data in how marketers do their jobs from content to SEO to social, data serves as the foundation for everything,” says the marketing tech provider. “It measures tactics, identifies opportunity and exposes trends.”
Conductor concedes that marketing teams need creative people to write compelling content, but says they also need ‘data-driven minds’ – those with the skills to segment an audience, identify content opportunities, and measure what is and isn’t working. Organisations that still make content decisions based on gut feeling need to step back and re-evaluate.
However, companies mining data in the hope of finding interesting patterns and correlations may find themselves suffering from that old affliction ‘analysis paralysis’. So it’s important to be clear about the question before digging deep into data, says PwC in its Guts versus Gigabytes report.
Big Data can, and inevitably will, sometimes produce Big Garbage.