Mistake 1: Marketing analytics aren’t mapped to the KPIs that your company and board care about most
Mistake 2: Analytics are focused on the wrong questions
The only thing worse than the wrong answer is the right answer to the wrong question. We often see marketers that are married to their theories and hunches, using analytics to confirm biases rather than to explore alternatives.
Mistake 3: Expect the data to do all the work
All too often, the data is expected to do all the work. As a result, the full exploration of data is often cut short before the best insights are allowed to surface. Early marketing analysis is often very different from the analysis that ultimately leads to a winning strategy.