In an article, I read today by Veloctize it talks about how transparency in agencies and an overflow in the amount of data we receive may cause issues. While having large amounts of data can be extremely beneficial to us it can also hinder our ability to convert data into meaningful and actionable insights. With all the new data, we can receive nowadays digital analyzers focus so much on analyzing data for hours on end without translating it into what it means for the companies and consumers. Recently, the use of AI's (artificial intelligence) has begun to separate and analyze data for us in a unique way in order to facilitate how we look at data points. Through this article, we gain a point of view from Mary Slayter, a CEO of a content marketing agency. She says that "data is the new oil" essentially saying it is an extremely valuable resource for those who work within a marketing atmosphere. "The challenge lies in properly interpreting the data and not getting lost." Slayter comments. When asked which metric she feels is the most important she said ROI (return on investment) she believes this is the best indicator of how business is doing in correlation to the business world and says those numbers generally make people the happiest. So, while there are many more numbers to analyze today it isn't considered too many. According to Slayter as long as we stay focused on what the data is telling us and don't get lost in the numbers more data brings more insights which helps digital companied in the long run.
Written by Mackenzie Jones
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