PHOTO:
Oscar Keys
Marketers are awash in more data than we can reasonably use. Most of us probably look at 5% (or less!) of all available data in Google Analytics. The currency of an internal marketing presentation is metrics: page views, time on page, bounce rate, open rate, clickthrough rate and much more.
At the same time, we encounter scenarios in which weâre blind to certain data, which puts our campaigns in danger. I was reminded of this while reading Michael Lewisâs latest nonfiction book, The Premonition: A Pandemic Story.
The book features an ad hoc group of seven scientists nicknamed âThe Wolverines.â They communicate via emails and web conferences to discuss pandemic planning. Members of the group were called upon to assist in Federal and local efforts to fight the virus.