The Marketing Analytics Frontier
Marketing analytics is not a static discipline that, once implemented, never changes. The reasons for doing marketing analytics don’t change much, nor do the core principles that drive analytics work. However, the approaches, techniques, and technologies involved in the practice of analytics are constantly changing. There is a marketing analytics frontier, and those who venture there are discovering game-changing insights that yield significant competitive advantages. This chapter explores some of the trails that the marketing analytics pioneers are currently blazing.