Fewer than 1/3 of B2B and less than 1/2 of B2C CMOs actually use all of the data marketing analytics has been providing to make critical marketing decisions.
ALL THAT DATA. As in spreadsheets full of numbers and charts. Twitter followers. Facebook likes. Pinterest views. Website visitors. Emails stats. On and on and on… Every application, software, or program we use seems to offer its very own set of in-depth data to add to our arsenal.
It’s no wonder we aren’t using the data. We’re drowning in it.
What to do?
It is time for marketing professionals to take a step back, a deep breath, and take a moment to examine the bigger picture.
Not all data is relevant.
What should you measure? How should you measure it?
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