Good morning: Trust your gut, but verify it with facts

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Good morning, Marketer, 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