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Analytics Across the Enterprise: How IBM Realizes Business Value from Big Data and Analytics by Maureen F. Norton, Emily C. Plachy, Brenda L. Dietrich

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6. Reaching Your Market

Perspective: Using Analytics to Reach and Engage with Clients

Within both business-to-business (B2B) and business-to-consumer (B2C) enterprises, marketing organizations are transforming themselves to become more data-centric, embracing fact-based decision making based on big data and analytics. IBM’s “State of Marketing 2013” survey identified important trends in how leading companies were investing and developing ...

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