Most marketing professionals are familiar with various sources of customer data that promise insights for success. There are extensive sources of data, from customer surveys to digital marketing data.
Moreover, there is an increasing variety of tools and techniques to shape data, from small to big data. However, having the right knowledge and understanding the context of how to use data and tools is crucial.In this book, you’ll learn how to give context to your data and turn it into useful information.
You’ll understand how and where to use a tool or dataset for a specific question, exploring the what and why questions to provide real value to your stakeholders. Then, you’ll focus on visualization and presentation, followed by understanding guidelines on how to present and condense large amounts of information into KPIs.
Finally, you’ll measure the effectiveness of your marketing efforts and derive insights for data-driven decision-making.By the end of this book, you’ll understand the tools you need to use on specific datasets to provide context and shape your data, as well as to gain information to boost your marketing efforts.
