CHAPTER 3
The Impact of Marketing Analytics
The first two chapters hopefully made a convincing argument for marketing analytics. It’s not enough, however, to collect all the right data to input into a legitimate marketing analytics process. The key to success with marketing analytics is in the application. If the results and insights from the process are not used, then a marketing analytics initiative is of little value. To benefit the whole organization, the analytics must influence the thinking, the decisions, and ultimately the way marketing works.
To look at marketing analytics as just a performance management tool misses the point of the process. It is true that a proper implementation of analytics can help marketing work ...
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