Data-driven decision making has been the mantra of most good CEOs and CMOs over the better part of the last decade. They want all marketing decisions to be based on solid data that had previously not been available, but is today in high amounts. But, data can be deceiving. It may lead you in one direction, when in fact the right answer may be completely in the opposite direction. Allow me to explain with this marketing case study from my Restaurant Furniture Plus business.
Read the rest of the post in Entrepreneur, where I guest authored it this week.
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