We talk a lot about analytics.
We collect a lot of data.
We know that there is business value in data.
If we know all of this why is it that marketers are finding it so hard to truly use analytics?
There are many reasons and a recent study by eConsultancy and Lynchpin (repackaged by eMarketer) gave some of them. The first relates to the sheer volume and data and finding how much is actually useful to marketers.
Over 50% of the respondents said that only 50% of the data collected is useful to their business. So why is it being collected? Good question. One way that marketers can make their lives easier is to collect only the pertinent data rather than collecting everything under the sun and thus creating an opportunity to miss valuable in formation in the clutter.