How to get more value from your data analysts

How to get more value from your data analysts

Recent changes to privacy regulations have highlighted that the need for Marketers to continue to encourage their organizations to collect and analyze their own first-party data has never been more important.  And yet, while organizations are collecting more data than ever before, and making significant investments in big data and analytics, many continue to struggle with using their data to get real results. Overcoming this challenge means that employees and business leaders alike, especially those involved in data, need to shift their mindsets. We believe that data analysts need to be able to think more like business consultants when it comes to interpreting and communicating the results of their analyses, and that business leaders need to support their analysts' efforts by providing them with more information than just the numbers themselves. Let’s take a look at how you, as a business leader, can leverage the power of the data analyst to better position yourself to make stronger, more effective decisions. Why are organizations...
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The Most Widely Known Email Stat Is Also The One We Should Forget About

The Most Widely Known Email Stat Is Also The One We Should Forget About

Let’s put to rest something that cheapens our industry by making what we do look easy. I have been in email marketing for over 16 years, and the one stat that has consistently been brought up on blogs, conferences, and webcast to show the value of email is that of DMA’s figure of 4,300% ROI for the channel. But who cares? When someone uses or believes in that stat, dollar signs tend to appear in their eyes, and they declare themselves email-marketing consultants (or agencies, even). Problems arise when inexperienced or rogue marketers (e.g., spammers) don’t understand or ignore the long-term consequences for a brand. Conversely, established brands sometimes see this stat and believe, because they already have a “name,” they can cash in without backlash, even when sending sub-par content. The problem with both situations is that the true value of email is marginalized, and thus some people tend to have a negative perception of just how awesome email can and should be. We are...
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