It amazes me that in 2016 many organisations large and small are making major strategic decisions led by nothing other than gut feeling.
Data should be the starting point for every marketing led decision for companies online strategy.
Those that argue that they dont have the data to support a decision should revisit that and take on board the advise of this article - data is everywhere and easily obtainable.
Data-driven decision-making was the most critical method for driving growth for 83% of enterprise marketing executives in 2015, according to an Association of National Advertisers study. What gets measured (and clearly defined) gets done.