The Whimsical Nature of Data Analytics | Business 2 Community

See on Scoop.itData Nerd’s Corner

The other day I came across two articles that, when taken together, aptly underscore the fickle and sometimes outright contradictory nature of marketing data:

Carla Gentry CSPO‘s insight:

From these numbers, the eMarketer article drew the following conclusion: “there is no question that for retailers trying to reach women early in the purchase path, online is the place to be.” Seems sensible enough; OK, fine, got it.


However, then I read the second article, this one from equally reputable The Wired post based its analysis on a recent survey conducted by Forrester Research of 4,500 U.S. adults online, which found that in every major consumer category other than travel, shoppers said visiting a store served as the most important source of research before buying.


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