Data enables marketers to better understand the true state of the world within which they operate. But what do you do when the data being used to make those predictions no longer describes reality?
The COVID-19 crisis has introduced a chaotic external factor element into data analysis and planning, blowing accepted norms of customer behaviour out of the water and replacing them with volatility, uncertainly, complexity and ambiguity. Regular expectations of consumer confidence and buying behaviour no longer apply, nor do assumptions on patterns of human movement.
