Light Data Is Better Than No Data

When it comes to using data, something is better than nothing, says Sandra Zoratti, VP of Marketing, Executive Briefings and Education at office equipment supplier Ricoh. 91% of CMOs recognize that data can drive better business decisions, but only about 11% actually use data to do so, Zoratti said, citing independent research. That’s a problem, which oftentimes stems from a fear that marketers don’t have enough data to proceed with an effective strategy. Zoratti, however, suggests that marketers start with whatever data they have, measure the impact, and then go forward. Pete Stein, President of the Eastern Region at Razorfish, agreed. “It’s a journey,” he told OMMA DDB attendees on Wednesday. “Doing something is better than nothing.”

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