It is time to practice what we’ve been preaching about using data to drive digital change: A CMO I previously worked with used to ask for his weekly digital report consisting only two things; total unique visits to his site and the total number of registrants in his database. Cross-referenced with his media spend report he was proud as Punch that he had 200k visits per week and a database of over 3m users. He was confused however, as to why this had no impact on his sales or share, which continued to slide. This CMO was and is not alone. There is generally a lack of digital knowledge by senior marketers and this is driven by the complexity of the “paid, owned, earned” digital landscape.