Thinking Beyond Traditional Measurement

If you’re a marketer like myself, you don’t enter this field because of your math chops. Many of us communicators are “word people,” yet one of the most important parts of our jobs is reporting and analyzing data -- numbers, gasp! While it may feel more natural for us to stick to right-brain territory, there’s something gratifying about a data-driven approach. I say “gratifying” because how good does it feel to know if what you are doing is working? And what helps define what’s “working”? For our industry, it’s often those data-filled insights.