Marketers are awash in more data than we can reasonably use. Most of us probably look at 5% (or less!) of all available data in Google Analytics. The currency of an internal marketing presentation is metrics: page views, time on page, bounce rate, open rate, clickthrough rate and much more.
At the same time, we encounter scenarios in which we’re blind to certain data, which puts our campaigns in danger. I was reminded of this while reading Michael Lewis’s latest nonfiction book, “The Premonition: A Pandemic Story.”