Good Decision Making Using Data

Chapter 6 of the Data-Driven Marketing Best Practice Guide

Data opens up many opportunities for marketers but knowing how to use and apply it effectively is a skill that must be learned. This chapter explores how to drive effective decision-making with data.

By Neil Perkin

19 minute read

Data serves an important purpose in shaping marketing decisions, but marketers must take steps to make sure it is guiding informed choices. This chapter of Econsultancy’s Data-Driven Marketing Best Practice Guide outlines the key factors to consider when rolling out a data-driven marketing strategy, including:

Common problems: How to avoid bias and other pitfalls when interpreting data.
Optimisation: Why applying a test and learn mindset is essential, and a selection of approaches and frameworks to help marketers optimise and measure campaigns.
Creativity: Why there is great value in bringing data together with creativity.