I've always found that people have a hard time accepting that with marketing, data really only tells you what happened. It doesn't tell WHY something happened.

I've always found that people have a hard time accepting that with marketing, data really only tells you what happened. It doesn't tell WHY something happened. I also find (as you allude to) that as much as people want to be 'data driven,' they will conveniently ignore all available data if it suits their purpose. > If the marketers have to appear (or actually be) addicted to data to communicate well with the rest of their company, then so be it. I came to the same conclusion. Fortunately, collecting and storing the data is pretty easy, so I do so once a quarter and move on with my life.