Measurement Matters: 3 Data Analytics Lessons to Remember

Although I’ve spent my entire career in marketing and communications, measurement has never been far away. I’m not a natural-born statistics nerd. But these days, it’s hard for any of us to avoid analytics, no matter what we do for a living.

Since the start of the digital age, we’ve all been swimming in business data. Yet many of us still don’t take the time to use it in meaningful ways. Some of us avoid data analytics because it involves so many moving parts:

Valid and reliable methods Robust tools High-quality data Appropriate benchmarks And of course, relevant underlying logic.

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