It doesn’t matter if the marketing team is small or large, from Australia or from Brazil. Most of the companies I’ve worked with fall short in data management. It’s easy to comprehend why, in the past decade, marketing teams have had to adapt to so many changes and had to learn about so many tools and channels. It comes as no surprise that data fell off most team’s radar. On top of that, marketing managers are, historically, creative people with little interest about data and statistics and the idea of managing data scares a lot of the marketers that I know. The consequences are familiar: 1) The marketing department can’t prove their value and loses budget; 2) big chunks of marketing budget goes towards software’s and platforms which teams don’t know how to use or are not ready for 3) marketing strategy is re-done every year and campaigns lag on…