These days, top and middle management crave, yes, crave for data and reports. For publicists, the measure of their success seems to be drilled down to reports – the prettier, the thicker, the better.
Marketing is part science and part art. Some marketers may be trapped by the endless loop of statistics and analytics, some by choice, some by compulsion, and some others by pressure. But how much time and effort is enough, and how much is too much?
Every marketer or client seem to dive into analytics these days. But to what extent should we lean on analytics?