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.