March, It Was Madness

Caught in the frenzy of the office bracket standing, our team began to share the demands of endless predictive analytics. Very much like basketball bracket picks, a marketing campaign does better if all the "stats" have been analyzed, making the outcome predictable. Our team all agreed; there in lies the challenge. There is a lot of data. Clarity of data needed can often unleash more data; endless data about the customer and the customer's wants and needs. While it is beneficial to see how any one piece of a campaign is in "real time" establishing online searches and outcomes, it is a daunting task to collect and analyze all the data for each campaign variable. Manipulation of these variables based on analytical triggers to ensure campaign success is a constant goal. Unlike the March brackets, guesswork is not allowed.

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