This article was written for MarTech by Greg Kihlström. Read the full article here.

The ability to have the tools and information to make data-driven decisions is no longer a “nice to have” but a necessity. Teams relying on gut instincts and anecdotal evidence for planning are falling behind more sophisticated brands using predictive analytics and data insights. 

Data-driven marketing is the right approach for running campaigns. However, the challenge lies in changing current behaviors and decision-making processes to incorporate better information. This article is the first in a three-part series aimed at helping marketers transition to data-driven decision-making by overcoming common barriers.

We begin with the initial strategy phase, which forms the foundation for successful marketing initiatives. Avoiding anecdotal evidence and other pitfalls during this phase sets the stage for a campaign’s success. Addressing these challenges early on leads to more effective and impactful marketing campaigns.

Where data-driven decision-making goes off the rails

Using great data to make strategic choices seems straightforward and obvious, right? But why do many organizations hit stumbling blocks when they try to take this approach? Let’s explore three common ways the best intentions sometimes quickly go off-course.

This article was written for MarTech by Greg Kihlström. Read the full article here.