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Stock impact report

Insight Is In The Eye Of The Beholder: Data Challenges And Opportunities Facing CMOs [Forbes]

Forrester Research, Inc. (FORR) 
Last forrester research, inc. earnings: 2/13 04:05 pm Check Earnings Report
US:NASDAQ Investor Relations: phx.corporate-ir.net/4v6l.url
Company Research Source: Forbes
As senior marketers, we increasingly rely on data-driven insights to make important decisions. In order to understand consumer behavior and the impact of our marketing efforts, the research options are endless and can range from harnessing the power of big data, to running small-scale growth marketing experiments. One thing is for sure, there’s no escaping the fact that we use those data-driven insights on a day to day basis, but can we be sure those insights are dependable? Are your insights being served on a plate of self-interest? I’ve recently been growth consulting at a large UK retailer. Having worked closely with the CEO and CMO, it strikes me that they are facing real challenges when it comes to the insights presented by internal and external teams. Often insights - which are used as a tool to unlock growth - are a product of small-scale experiments. And while they can be effective, the hypothesis, tests and resulting conclusions need to be approached scienti Show less Read more
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