Metrics Matter: Know When to Trust the Numbers and When to Go With Your Gut

As mobile marketers know all too well, data is the driving force behind so many of today’s business decisions. And if your business isn’t looking at the data to inform your marketing decisions, it should be. But when do you know whether to follow the numbers or follow your gut?   Marketers collect data from a variety of sources, channels, marketing technology platforms, consumer reports, and more. But unlimited amounts of data and tools will not make your business decisions infallable—the human aspect of data analysis to analyze and interpret data and arrive at actionable insights that drive marketing ROI is vital.   LinkedIn and BusinessOnline recently conducted research about the importance of data in the B2B sphere, and how proper data analysis can prove and improve your marketing ROI. They spoke with me about when that data just doesn’t stack up to human experience. Here’s what I told them: