Here’s what marketers really want for Christmas: 3 tips for building a better approach to data
Getting the most out of your data is on every marketer's wish list this year. Contributor Stefan Benndorf discusses ways to get your analytics infrastructure in tip-top shape for 2018.
Be honest, what is it that you really want for Christmas? It’s a more effective marketing operation, right? One in which you can make quick, informed decisions based on data. Let this be your year.
Marketers are drowning in spreadsheets, especially marketers who are overseeing performance campaigns. Even those who have sophisticated tools are still spending an exorbitant amount of time with manual reporting processes because different systems create disparate data buckets that must be manually merged.
These inefficiencies are costing you in more ways than one. You are losing time — time that could be spent analyzing data instead of trying to clean it up — and you are making important budget allocation decisions based on suboptimal insights.
The holidays are hectic, but trust me, it’s worth stepping back to evaluate your data processes, and to make changes that will set you up for success in 2018.
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