Why Has Analytics Missed the Mark?
Chapter Overview
Why has analytics missed the mark? This chapter first explores the main reasons responsible for the lackluster performance of marketing analytics and then introduces three prevailing analytics maturity models that not only will help organizations to recognize their analytic maturity state but also provide macrolevel solutions to achieving analytic successes.
This chapter is organized as follows:
- Why Has Analytics Not Yet Lived Up to the Promise?
- Davenport’s Five-Stage Analytics Maturity Model
- Davenport’s DELTA Model
- The Gartner Continuum Model
- Wayne Eckerson’s Analytical Maturity Model
- Challenges and Opportunities Facing Small- to Medium-Sized Companies
- The ALADA Model—Five Pillars ...
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