5 Tips for Creating Successful Marketing Strategies

3. Right data trumps big data. Over the past couple of years, companies have spent a lot of money on solutions that collect, manage and analyze big data. Yet too few companies have turned the insights gleaned from that data into dial-moving results. The biggest data isn't always the data with the most potential. High-volume online data can enable incremental improvements via A/B testing, and detailed historical sales data creates "slice and dice" heaven. Including the right external data needed to answer each of your strategic planning questions and using advanced, customer-focused analytics and simulations can deliver greater returns.