February, 20228 IN MYV EWDigital transformation in companies is a concept that has been consistently explored and, due to the ongoing pandemic, has become a key factor in future-proofing companies in this day and age. The concept does not just include the usage of new tools or adopting new organizational structures: it also calls for teams to shift towards data-driven decision making.Specifically for digital marketing, this mindset shift is aided by the continuous advancement of the marketing technology (MarTech) landscape, which has given marketers access to an ever-increasing amount of data to drive insights and optimization. Unfortunately, this "data overload" has also begun to cripple teams, with marketers spending a larger portion of their bandwidth consolidating data and reporting performance as opposed to navigating data and uncovering data-driven insights.To this, I would like to propose the following assessment:"Identify the most frequently asked question by teammates regarding data".The answer will serve as a benchmark to understand how equipped the team is to handle the influx of data and determine what kind of assistance (from a supporting data team other otherwise) is required."Where is the data?"This denotes that the team's data infrastructure is still premature, and much work is needed to be done. Another sign would be that marketers are constantly scrambling to consolidate data from different MarTech platforms.BY REICO NG, HEAD OF DATA-DIGITAL MARKETING, GOJEKENABLING DIGITAL MARKETERS TO MAKE DATA-DRIVEN DECISIONSReico Ng
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