The Big Data Challenge: Generating Actionable Insight

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This Forbes article urges marketers to make data rather than gut instinct the basis of managerial decisions, providing a short list of tips to help CMOs and other leaders pay more attention to the quality of their information.

“However, even for the analytically savvy CMO, a growing challenge has been that marketing departments today are often significantly understaffed. Operating on lean budgets with minimal resources does not allow time for marketers to use, practice, or conduct deep dives into data tools.”

Even if a third-party company manages consumer data, the author suggests that becoming knowledgeable about this increasingly important field and having a designated “Data Guy” liaison between your company and theirs will make your information more actionable.

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