I have heard marketers frequently say, “A data-driven decision is always a good decision.”  I don’t necessarily agree with that all the time – insights, innovation, and a healthy measure of gut certainly play a large role in my own marketing decisions, along with paying attention to regular data-oriented updates on what’s happening  in Denny’s demographics and market segments.

But anyone who says numbers don’t go into marketing is sorely mistaken, particularly large, growing numbers that signify dramatic change and opportunity. Here’s one number where it is very easy to see the obvious opportunity –the Hispanic population in the U.S. is growing at three times the rate of the overall population. A number like that is a marketer’s dream.

Read the entire article at Forbes.

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