Marketers struggle with the fear of focusing on the right things and doing things the wrong way. However, there are ways to use, gather, and apply data to get on the right path to generate a return.  Today’s guest is Carolyn Lowe, Founder and CEO at ROI Swift and author of Business Growth Do’s and Absolute Don’ts. Carolyn talks about how to use the right data to make the right decisions.   Some of the highlights of the show include: Paid Platforms: Amazon, Facebook make a profit and ad dollars go up in flames Margins for Error: Marketers have more leeway at big businesses hiring experts Isolation vs. Network: Compare performance to know if you’re missing something Self-Doubt: Lack of confidence can corrode team’s ability to be successful eCommerce/Marketing Strategy: Test, iterate, tweak to measure and manage Business Growth Book: Get basics right and scale core values for positive path Brands: How are you different? Break through noise to sell a story, sell a product Quantitative/Qualitative Research: Get to know your customer base via surveys Best Metrics: Prove what marketers are doing is working or not to be profitable   Links: Carolyn Lowe on LinkedIn ROI Swift Business Growth Do’s and Absolute Don’ts Dell Chewy Ben Sailer on LinkedIn CoSchedule   Quotes from Carolyn Lowe: “I like the idea of outsourcing the expertise when you’re small because you can’t know everything.” “When you’re always self-doubting, it’s really hard to move forward. We used to always say, ‘If you can measure it, you can manage it.’” “I’m all about test, iterate, and tweak.” “It starts and ends with the customer.”