Tools and Technologies
From the beginning of the species, when humans had work to do, we usually invented some sort of tool to help us do it. Any time we recognize the need to complete a repetitive task, we almost immediately begin looking for ways to simplify that task by inventing tools, and we tend to refine those tools through use. Tools allow us to complete work faster, achieve greater precision and efficiency, or simplify work so it requires less skill or effort.
Marketing analytics is certainly a discipline that benefits from the presence of tools; beyond that, tools enable the process. Without some basic tools and technology, marketers will find it very difficult to consider anything beyond the simplest ...