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Our world thrives on data. The scale of digital transformation we’ve seen across all industries — and the associated boost in workplace productivity and employee/customer experience we’ve witnessed — would have been impossible without data. Furthermore, tools that help professionals process data have been equally vital in aiding these developments.
And the world of data is only getting started. IDC reports that by 2025, worldwide data will reach 175 zettabytes. That’s a lot of data. In fact, it’s more than double the amount of worldwide data produced in 2022. This enormous growth suggests that the processing tools professionals currently use will be more critical than ever in years to come. As such, professionals should take the time to assess their tech stacks now and predict which functionalities will prove most fruitful in the long run.
For marketers, the correct codification and application of data insights will be more crucial than ever in the coming years. Despite the vast amount of marketing data processed annually, research from the University of Pennsylvania’s Wharton School of Business suggests that 57% of marketers incorrectly interpret their data, leading to costly mistakes. This research found that when marketers conduct A/B testing to assess the effectiveness of different web pages, they often abort data processing after reaching a certain threshold of significance. When this happens, marketers neglect to account for fringe factors that seriously alter results. Ergo, they operate on an incomplete conception of consumer behavior.
As the amount of worldwide data skyrockets, technical SEO becomes increasingly complex, and consumer expectations shift, people who work in marketing must reassess their relationship with data. Namely, they must review the close link between S …