I hate to be the bearer of bad news, but marketing’s data honeymoon is over.
For the last few years, every time a higher-up asked for a progress report, marketers have been able to point to a growing list of easy-to-count metrics: increases in Retweets, Pins, Likes, upvotes, and impressions; lower costs-per-click; improved engagement; and so on. It was grand while it lasted.
But bosses have started demanding something better. The aforementioned metrics might be easy to track but they don’t easily convert into effective strategies.