Janet is President and CEO of data-first digital marketing agency Marketing Mojo and focuses on measuring marketing success.
Amid the pandemic, data — its collection, its accuracy and the insights we gain from it — may have never been more paramount. But the accuracy of data collection is important for more than just public health — it’s important to how we run our businesses, too. Data is prevalent, almost overwhelmingly so, for marketers. Many marketers aim to be “data-driven,” but what does that really mean? And are we collecting and interpreting our own marketing data correctly?
It’s arguable that measuring marketing’s success is more critical than ever. In an uncertain time when many budgets have been stripped and businesses are reticent to invest in marketing because of economic uncertainty, marketers face reduced investment and job insecurity. According to Forrester, over 52,000 advertising jobs are at risk due to the