Eight Silly Data Myths Marketing People Believe That Get Them Fired.

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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…

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The Lean Analytics Cycle: Metrics > Hypothesis > Experiment > Act

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This should not be news to you. To win in business you need to follow this process: Metrics > Hypothesis > Experiment > Act. Online, offline or nonline.

Yet this structure rarely exists in companies.

We are far too enamored with data collection and reporting the standard metrics we love because others love them because someone else said they were nice so many years ago. Sometimes, we escape the clutches of this sub optimal existence and do pick good metrics or engage in simple A/B testing.

But it is not routine.

So, how do we fix this problem?

This thought was in my mind as I was reading Lean Analytics…

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