A couple of months ago, PR Week published an article written by Mike about the importance of insight in campaigns. Digital marketing tools provide marketers with unprecedented amounts of data, yet many marketers fail to convert this into insights that can inform and improve their campaigns.
In the article, Mike highlights some of the failures due lack of insight – such as the mindless buying of followers or likes on social media. There are, however, many sectors that are successful in building insight from data and the article calls on all companies to use data in the same intelligent way as the best e-commerce companies. Whilst not everyone has the skills to become a data scientist, perhaps reading the article will encourage you to brush up on those Excel skills!