22. Implementing Marketing Analytics

Introduction

Marketing analytics powered by “big data” holds the promise to shift marketing strategy from an intuitive discipline to a fact-based, decision-making process. Despite its potential, widespread adoption of marketing analytics within organizations remains a challenge. The following road map for improving implementation of marketing analytics is based on our interactions with more than 100 executives in conferences, executive education seminars, case study development, and consulting projects.

The starting point for implementation of marketing analytics is top management support and the integration of the marketing analytics function in business processes. Given this launching pad, firms must address ...

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