By Chrystie Reep, Associate Media Director
Using Insight to Influence Action
A few weeks ago, my colleague Alison Momot and I had the chance to attend OMMA’s first ever Metrics & Measurement Conference at The Yale Club of New York. Despite the torrential downpour we had to wade through to get there, we were beyond thrilled for the opportunity to sit in a room full of like-minded data and analytics geeks. We were not disappointed by the lively discussion and debate we witnessed.
In a recent study released by Econsultancy and Lynchpin, they find that currently analytics is a picture of two worlds. The technology continues to get more sophisticated, but the challenges in interpreting and actioning the data are only getting bigger. These findings fall right in line with the thoughts of the OMMA panelists as well.
The morning keynote, Jeffrey Eisenberg, the CEO of FutureNow, started the day with a report card saying that “Measurement gets an A-, but acting on the data gets a D.” There are so many tools and there is so much data available to marketers, but few are doing a good job of turning that data into actionable insights and plans for improvement.
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