I am as guilty as anyone.
As a marketer I get overly geeked about all the new ways to measure data. When I visit with other marketers that are up to date with current technologies, most are obsessed with data analytics, KPIs (key performance indicators) and all kinds of crazy reports generated by cloud-based marketing automation, Google Analytics and SEO research tools. I work hard to focus on my client’s industrial brand visibility rather than the actual metrics/numbers.
Granted, this information can be extremely helpful when it comes to developing a strategy. but too much focus on the numbers devalues human nature and how your buyers’ actually make their sourcing decisions.
Again, I often look at this data for clues and trends. But let’s face it, in the world of industrial marketing it is rare that you get a large enough data sample to give you any real insights.
So…part science, part art (i.e. creative)