Every business worth its salt is hunting for a data-first approach to marketing, but many are letting data-lust blind them to quality issues along the way. Low-quality data will take you on a wild goose chase. By the time you recognize the source of your misery – that is, bad data – you’ve already dumped time, energy and resources into a strategy that doesn’t serve you. Nate Turner, the vice president of demand generation at social media management platform Sprout Social, has a suggestion. First, dump your resources into making sure you have quality data, and then see where a data-driven approach takes you.
About the Author
Nate Turner is vice president of demand generation at Sprout Social and a contributor to Adapt – a digital publication from Sprout Social, a social media management platform.