Data-driven marketing: will anyone listen to you if you can bring good results?

MarkPriceOver the past two weeks, our team has been working on a campaign analysis that was the first using the new customer segmentation for one of our clients. 

It got me to thinking: Why does customer-focused marketing fail in some companies, while in others it seems to catch fire?

If you are working through your first efforts in data-driven marketing, perhaps using segmentation for the first time, you know what I mean.  Not only must the results meet  hurdles, but they must run the fine line between boastful assertions and timid results so caveated that the results are quickly disregarded. 

The impact of your results will be in the eye of the receiver, as it were, and your conclusions must come from above to have validity.

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