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Here's what marketers really want for Christmas: 3 tips to build a better approach to data

Be honest, what do you really want for Christmas? It's a more effective marketing operation, right? The one in which you can make quick and informed decisions based on data. May it be your year.

Marketers are drowning in spreadsheets, especially marketers who oversee performance campaigns. Even those with sophisticated tools still spend exorbitant time with manual reporting processes because different systems create disparate datasets that need to be merged manually.

These inefficiencies cost you more than one way. You waste time that could be spent analyzing the data instead of trying to clean them – and you make important budget allocation decisions based on suboptimal ideas.

The holidays are hectic, but believe me, it's worth going back to evaluating your data processes, and making changes that will make you successful in 2018.

[Read the full article on MarTech Today.]

The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.

About the author

Stefan Benndorf is COO & Managing Director at AppLift, ensuring the smooth running of business operations. He previously co-founded Appiris (acquired by AppLift).