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Matthew Sykes Tata Communications

The difference between being data-driven and data-led

By Adapt by Sprout Social / April 23, 2018

Data is vital, but following it blindly is a recipe for failure. It’s essential to use human reasoning and thorough testing to evaluate data, as well as go against the grain when appropriate.

Tata Communications’ Head of Web & Social, Matthew Sykes, explains how he finds the nuance in marketing data.

Adapt by Sprout Social

Adapt by Sprout Social

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