Good morning, Marketer, donāt forget to laugh today. Hunches get a bad rap in our data-driven world of marketing. The desire to have metrics is both understandable and laudable. No one is suggesting they arenāt essential. However, as Ruben Ugarte discusses in this great article, no matter how good an analytics program is, it canāt find insights for you. Those come from an experienced, questioning marketer noticing something in the data. Thatās the hunch. Now, the hunch itself isnāt enough. It needs to be checked out and backed up by facts. Thatās when the hunch becomes an insight, something you can take action on. Ruben has some solid suggestions about that, too. Read on! Constantine von Hoffman, Managing Editor |