You can’t measure everything important to management, and yet you must still manage those important things. But figuring out what is important to measure, and effectively doing so is as painful today as ever

You hit the nail on the head with that post. Companies built today should be aware of the value of their data from their very start, and therefore build an infrastructure that allows them to transform data into useful information, and, ultimately, revenue and/or cost cutting.

You pointed out a real struggle that hits older companies which started out with an approach that doesn’t allow easy use of data, and are now struggling. The whole point here in my opinion is that it is crucial to be aware of the underlying problem and opportunity behind: knowing you have a problem is the first step in solving it. Too often I talk with companies owning incredible datasets that are unaccessible, and don’t even think about what can be done with them. That’s what I’m trying to change.

On the topic of AI and marketing, I’d like to introduce you to my friend Federico Gobbi, who’s starting a discussion on the topic with the Artificial Intelligence Marketing Association. There’s a ton of possibilities here :)