Good morning, Marketers, don’t forget to laugh today. 

Hunches get a bad rap in our data-driven world of marketing. The desire to have metrics is both understandable and laudable. No one is suggesting they aren’t essential. However, as Ruben Ugarte discusses in this great article, no matter how good an analytics program is, it can’t find insights for you. 

Those come from an experienced, questioning marketer noticing something in the data. That’s the hunch. Now, the hunch itself isn’t enough. It needs to be checked out and backed up by facts. That’s when the hunch becomes an insight, something you can take action on. Ruben has some solid suggestions about that, too. Read on!  

Constantine von Hoffman,
Managing Editor

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Shorts

People. Shutterstock, the stock image platform, has announced the appointment of Jason McLelland as CMO. He comes from the CMO role at website search solution Algolia. Prior experience includes CMO roles at Domino Data Lab and Heroku, a cloud platform acquired by Salesforce, and almost nine years in various roles at Adobe.

Shutterstock also announced the appointment of Christopher ‘Skip’ Wilson, formerly in a brand role with Peloton, as VP Branding Marketing.

Also, automated lead routing platform LeanData named Franco Anzini Chief Operating Officer. An experienced RevOps leader, Anzini comes from cybersecurity firm Malwarebytes, where he was VP of Revenue Operations.

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