#by-the-numbers

#by-the-numbers

The study surveyed 1,226 marketing decision-makers who work for businesses of different sizes and industries throughout the U.S., U.K., Australia, and Canada.

Approximately 500 tonnes of gold are lost in e-waste every year, which translates to a staggering worth of about $15 billion, highlighting the significant economic impact of electronic waste.

Weather impacts sales. Every retailer knows it. But for most, the likelihood that it might rain, snow, or sleet on the third of March somewhere in the Midwest is rarely used. Vendors such as Weather Trends have offered accurate, long-range forecasts for more than 20 years. But the opportunity is not predicting the weather; it's knowing what to do with the data. AI might change that.

AI was everywhere, but I wasn't focused on product launches. I was looking at how companies think about data itself: how it's shared, governed and ultimately turned into decisions. And across conversations with executives and sessions on security and compliance, a pattern emerged: the technical limitations that once justified locking data down have largely been solved. What remains difficult is human. Alignment, trust and confidence inside organizations are now the true barriers.

Imagine you're selecting an influencer to work with on your new campaign. You've narrowed it down to two, both in the right area, both creating the right sort of content. One has 24.6 million subscribers, the other 1.4 million. Which do you choose? Now imagine you could find out the first had 8.7 million unique viewers last month, while the second had 9.9 million. Do you want to change your mind?

The more attributes you add to your metrics, the more complex and valuable questions you can answer. Every additional attribute provides a new dimension for analysis and troubleshooting. For instance, adding an infrastructure attribute, such as region can help you determine if a performance issue is isolated to a specific geographic area or is widespread. Similarly, adding business context, like a store location attribute for an e-commerce platform, allows you to understand if an issue is specific to a particular set of stores

Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet.