10 tips for a better return on marketing analytics

“These spending levels may be the long-awaited coming of what Bob Blattberg, Rashi Glazer and John Little called “the marketing information revolution” almost 25 years ago. However, it turns out that this revolution is plagued by the same fundamental questions that marketing information has been subject to for decades. In particular, there is quite a lot of information out there, but making it contribute to company performance is a challenge.”