Wharton Customer Analytics

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A Fresh Look at Analytics

Knowledge@Wharton Essay
by Neil Hoyne, Chief Measurement Evangelist at Google and a senior fellow at Wharton Customer Analytics

Time and again, I see companies make crushingly common mistakes with data and refuse to make room to experiment and fail. Data empowers marketers to make better decisions and take smarter risks, but sometimes the best intentions lead to the wrong solutions. Interpreting data isn’t always easy, and I’ve seen marketers come up short by not allowing themselves the space to learn from their collective experiences. A campaign that falls short of its goal can teach just as much as one that succeeds. And marketers who wish to do the right thing well can learn from how they do the right thing poorly. Here are three ways successful data-first organizations think, and how you can apply them to your business.

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