Data-driven marketing is still in its adolescence, but the saviest marketers have graduated from hiring and building to scaling, activating and optimizing.
Data and analytics will rapidly become the foundation of marketing, superseding more qualitative approaches. Marketing success requires sourcing and using the right data, combined with smarter analytics and optimization.
Of all the sources of stress that keep digital marketers up at night, data is in a class of its own. The expectation today is that every decision should be “data-driven.” Even content itself, crafted through a creative and often haphazard process, is supposed to adhere to the cold logic of metrics.
Yet Marketing Resource Management analytics can actually free rather than suppress creativity. By asking the right questions about assets, you can put your gut instincts to the test and take greater risks, knowing that data will either confirm or disprove your ideas. Simply put, MRM analytics empower you to experiment, see the results and produce better content.