Human creativity still has a significant role to play in data-driven marketing, writes Michael Mothner, founder and CEO of Wpromote. Marketers should make sure metrics connect to real business goals and ask the right questions to ensure the data returned are relevant. Also, marketers should share the lessons they've learned with the entire organization and apply them to other channels. "A machine can tell you what consumers are doing, but not why they are doing it," Mothner writes.
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