Author: Denise Persson

It has never been more important for marketing organisations to be data-driven to deliver business results. The concept of data literacy didn’t exist when I started my career in marketing in the mid-1990s. We had few marketing channels, all of which were offline, and we had to track them manually in spreadsheets. We distributed leads to our sales team on a floppy disk. We sent coupons to prospects, and every day I had to go to the mailbox to see which coupons came back filled out. As scarce as it was, data was still extremely important back then. Today, marketers…