With the ascendance of Big Data, comes a drastic change for Marketers. Unsurprisingly, most Marketers are not really good at managing based on data. After all, so much of marketing has historically been immeasurable in terms of revenue impact. What was the ROI generated by that last flight of radio?
Patrick Spenner and Anna Bird wrote a blog post—Marketers Flunk the Big Data Test—on HBR’s Blog Network. In the article they profile the kinds of Marketers that provide the greatest value to their employers when it comes to building business based upon data.
Into which profile do your Marketing colleagues fall? Be a friend and pass this on to them. Their careers may depend on it.