At the beginning of each analytics training, I ask the group their questions about analytics, and the answers are surprising similar:

What data is important?

Can I trust the data?

How do I turn data into actions or insights?

How can we get past basic reports and find something meaningful?


What surprises me even more is that these are very foundational questions about analytics. So, what is involved in becoming a data-centric organization? What skills do marketers need to excel at analytics?
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