Tricia Wang , co-founder of Sudden Phone Number Database Compass, kicks off the Marketing 2020 track: 'Something is terribly wrong in marketing. We sold our soul to ad tech and now we have to get it back.' What does Phone Number Database she mean Growth hacking consultants have led marketers to believe that quantitative data is the magic solution. In the US and UK alone, $24 billion is spent annually on online advertising. Marketers today Phone Number Database spend more time with their dashboards and numbers than with their customers and audience. At the same time, we are witnessing the largest boycott in human history: ad blocking.
As many as 1.7 billion people Phone Number Database block ads. In other words, the only way marketers try to reach their target audience is being blocked. The measurable versus the gut feeling Marketers confuse reaching the customer and wanting to understand the customer. All we want is to be customer-centric, but because Phone Number Database we're drowning in our data, we've only moved further from home. Even before big data , marketing was data-driven. (Un)consciously, the measurable always counts more than gut feeling or Phone Number Database experience. How should we use big data, according to Wang.
Use it to scale and accelerate Phone Number Database not to gain insight into your customers. Add so-called thick data to your figures: data from real people showing their emotions and stories. This will explain the why Phone Number Database behind the what (the data) and give you more insight into your customers and target audience than big data or ad tech tools. Also read: The opportunities of artificial intelligence for B2B Phone Number Database marketing & sales The most important learnings What can we learn concretely from Wang's story? Stop staring at your dashboards. Go outside. Talk to your customers.