Earn the Right to Use More Data

 Too much data without a clear strategy for harnessing that data to drive
decisions
 (31%) of marketers say they face the challenge of “too much data to analyze”
 start with the simplest dataset needed to make an informed business
decision 
 start small, prove business impact with smaller wins, and then make a
stronger case for integrating new data sources.

Redefine “Digital” Data

 Whether customer interactions happen online, offline, on mobile, or all of the

above, they generate digital data.
(Internet of Things (IoT) platforms are giving companies visibility into how their services are
used — whether it is data about internet usage (in the case of a telecom provider) or total
miles driven (for an insurance carrier).

 Now, it’s possible to measure behavior that used to be impossible to track.

 For many businesses, this data is critical to decision-making, especially as
competitive, customer, and market realities quickly evolve.

Identify New Moments of Truth

 In 2011, Google coined the term Zero Moment of Truth, which is a

customer’s first step in researching a product or service to buy. 

 The moments in the buying process that influence the customer’s

decision to purchase, and in turn influence revenue, should be
analyzed, A/B tested, and optimized.

Connect Analytics to Revenue Generation

 Marketing analytics should shed light on the interactions that drive

revenue — not just those that are easy to measure. 
 Phone calls (That means analyzing phone calls the same way as
any other digital activity)
In today’s uncertain economic and public health environment, it is more
important than ever before to make decisions that are grounded in facts
and connected to revenue.