OPINION: Data-Driven Thinking
Are Your Metrics Creating Confirmation Bias?
A marketing campaign is nothing without a strong measurement strategy. Each channel and tactic you are investing in needs to be held accountable to business results. Confirmation bias creeps in when you consider a KPI that is easily manipulated but isn’t a true reflection of business results, writes Elise Stieferman, director of marketing & business strategy at Coegi.