Why marketers need to think outside the data box

Is our over-reliance on the wrong types of data exacerbating our brand’s gender biases and stopping us from reaching new audiences?

We all hear it all the time: Data is the be all and end all of marketing. What does the data say? Does the data support decision making? Have we checked data for customer insight?

With the explosion of data available to marketing teams today and the push to be data-led, we could all be forgiven for thinking data is the answer to all our marketing prayers. But is it?

Looking more closely, an over-reliance on data can see us marketing to an echo chamber of our own creation, filled with biases we don’t even know exist.

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