In a marketing landscape with so much data that is available, how do we go from seeing – and being overwhelmed by – the information to truly understanding and driving insight?

In this episode of The Orchestration Podcast from Iridio℠ by RRD, Kevin Bell tackles this question head on. Kevin is the Vice President of Data and Analytics Strategy at Iridio by RRD and he discusses how to build a data strategy that cuts through the noise and delivers real business value.

Key takeaways include:

• Measurement is a vital, integrated component of overall marketing strategy and planning
• Identify deceptive vanity metrics and over-reliance on any single data type in favor a more nuanced understanding
• Embrace a test-and-learn culture where even failed tests are viewed as valuable data points to a continuous improvement loop
• Move from isolated campaign or channel metrics toward client-centric measurement that ties all activity back to the ultimate business objective
• Treat first-party data as a dynamic relationship that changes over time rather than a static, perfectly traceable asset