It turns out that Marketers, especially Digital Marketers, make really silly mistakes when it comes to data.
Big data. Small data. Any data.
In the last couple months I've spent a lot of time with senior level marketers on three different continents. Some of them are quite successful, but sadly many of them were not. In the latter group I discovered two common themes:
1. Some absolutely did not use data to do their digital jobs. This group should be fired immediately, so I'm not going to talk about them. [A benchmark for you: If you are not spending 30% of your time in 2013 with data, Ms./Mr. Marketer, you'll…