“Trust the data,” is a mantra that more and more marketers are
encouraged to embrace, but that could be putting the cart before
the horse. Marketers need not just the necessary tools and skill
sets, but an organization that consistently supports
decision-making that is based on empirical data.
Topics to be addressed at this session will include:
* The technological and human capital investments that support a
data-driven marketing culture
* Top management’s role
* How customers react to changes in how they are evaluated
* What marketing departments need to do to stay data-driven once
they have taken the necessary first steps
