This article is asking a lot of the right questions, but I think it misses the bigger picture: how much of the ‘new behaviours’ data is relevant for adapting right now, yet needs to be thrown out in 3-6 months time?

Some changed behaviours are purely temporal/contextual and, ultimately, short-lived.

Others will potentially become ‘generational’ and enduring (in the same way that habits acquired during the Great Depression never left many consumers).

Hypotheses and tests need to be created to monitor which behaviours are fleeting and which look to be becoming entrenched, so that organisations can plan accordingly (whether to adapt or to attempt to reshape behaviours/habits).

>>
Rapid change is the new normal, and more than ever, marketers need to make decisions quickly that are nonetheless anchored in data. As a result, companies are pouring money into marketing analytics — last year, CMOs invested more in this category than any other, according to Gartner. Yet, even as marketers bury themselves in data, they are getting an incomplete picture of performance and their customers.
>>

#data #behaviours #analytics #consumers #habits #adaptation #datadriven #marketing #change