Effectively using data requires a building-block structure to know how, why and what to do with it. Knowing the best way to classify and build a structure to successfully use data in marketing is essential. Where do you begin?

First things first—we need clean data. With clean, quality and accessible data, most businesses are ready to begin a structured approach to pull marketing insights from their data.

The difficulty most marketers face when trying to answer business questions is the rapid change of your organization’s data insight needs. Here, a flexible, open and repeatable approach to accessing data is required. Most critical is the ability to structure your data in a way that can answer the question, “What’s happened over time?”

Read more: Chief Marketer

By Curtis Thornhill & Elizabeth Dobbin


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