For years, marketing leaders struggled to measure their impact: how do you count the number of people who saw a billboard, or the ways it influenced their buying behaviors? But as customer experiences go digital and marketing technologies mature, marketers face the opposite problem: how do you make sense of the mountains of data generated every day?
This mountain of data presents an incredible opportunity to understand customers on a deeper level, but collecting, analyzing and interpreting it carries a heavy opportunity cost. Without a framework for filtering out the noise and focusing on the signal, it’s easy to get lost in the details with nothing to show for it.
