Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition

14

Building Reports that Will Actually Be Useful

In the last several chapters, we have talked at length about the different use cases for digital data. You should now have a better understanding of how that data can be valuable for groups other than public relations and marketing. Remember the maxim that we have reiterated throughout this book: “Knowledge is power.” If you are the person feeding information to product planning, strategic planning, or customer service, then you are at the seat of power within your organization.

Knowing the different applications of digital data is helpful, but unless you have a firm understanding of how to build a research plan (see Chapter 13, “Building Your Research Plan”) and deliver insights, you will be ...