Data has the potential to be your most valuable marketing resource. With the right information in hand, you can create scalable, repeatable marketing processes. It’s the marketer’s dream: let your campaigns run on autopilot, so you can focus on the creative side—testing and optimization.
The challenge, however, is that few marketers have the expertise to work with data effectively. You may have never taken a statistics course. You may not have access to data visualization tools. And you may not have the quantitative background that you need to figure out when a metric might be tricking you.