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, sadly many of them were not. In the latter group I discovered that there were two common themes.
[A benchmark for you: In 2013 if 30% of your time, Ms./Mr. Marketer, is not spent with data you'll fail to achieve professional success.]
2. Many used some data, but they unfortunately used silly data strategies/metrics.