To stay competitive in today’s mobile-first world, everyone in your organisation – data scientist or not – should know how to analyse and interpret marketing data, from customer insights and key trends to overall performance. Yet, in a recent Econsultancy survey, two thirds of mainstream marketers said their organisations do not yet have sufficient analyst-related resources to accompany data-related goals. On the other hand, the study showed that leading marketers – those who outperformed their top business goals in 2016 – appeared to have found a solution: Enable everyone on the team. Nearly 6 in 10 leaders say that in their organisations today, generalists get enough training to effectively use their data and analytics resources. It’s no surprise then that training your entire marketing team to be data analysis pros can not only amplify your analytics purview, but also help you reach customers better during the moments that matter most. Here’s what you should do.
To learn more about how data is now dictating the customer journey, access our full report here.
