“Pay no attention to that man behind the curtain.” The Wizard of Oz remained hidden away as he worked his ‘magic.’ For years, data analysts have been cloaked in the mystery of data ‘magic,’ as well. But just as the tenacious Toto revealed the Wizard’s ‘magic’ as science and psychology to the world, data evolution shines a spotlight on the important science and techniques advanced marketing analytics professionals leverage today to contribute audience insights to the customer experience.
While the wizard wanted his ‘magic’ to be hidden away, modern analytics professionals strive to reveal skills and capabilities to marketing decision makers within organizations. Why? As your company works to attract and keep customers, your data-driven insights into marketing performance and audience expectations support critical decision-making — both within your marketing department and elsewhere in your organization.