Deploying analytics successfully in the marketing world – especially advanced analytics, at scale – goes beyond crunching terabytes of data and using “visualization” techniques to tease out the stories. The hardest part is creating crisp insights readily translatable into decisions and actions by a fully-aligned organization. Those insights must be based on a holistic (non-siloed; online/offline) view of marketing, imbibed with a data-driven mindset.
Yikes! That’s tough. And in fact, performing marketing analytics accurately is much harder than most companies think. This might help explain why enterprise marketers plan to ramp up their spending on analytics technology a stunning 83% over the next three years, according to the latest CMO Survey out of Duke University. Marketing organizations are also on a hiring binge to bring in data- and analytics-savvy personnel…
