All marketers thrive on being competitively good with numbers and analytics. That’s our starting point for understanding our user behavior, based on which we then start weaving an entire strategy to succeed.
First off, there is no taking away its importance in marketing or taking marketing to the next level. However, be wary of a phenomena that can affect you – ‘looking for repetitive behavior.’
Our love for numbers transform to love for predictive patterns. So much so that we are constantly looking at the numbers to validate a preconceived behavior. Even worse when we spend our ‘oh-so-important’ time in meetings arguing and selling our story (of randomness).
Side Note: Such love can only be one thing (for you personally and for business generally) – ‘catastrophic.’