This post was co-authored with Shiwani Kumar and Sylvia Yang, both MBA students at the Fuqua School of Business, Duke University. Marketing analytics involves the creation and use of quantitative data to derive consumer insights and
Social media spending is expected to climb to a 20.9 percent share of marketing budgets in the next five years. This share was only 5.6 percent in 2009. What is striking, however, is that only
Marketing leaders report their companies currently spend 6% of marketing budgets on mobile marketing and that this investment level is expected to increase to 15.6% over the next three years. The CMO Survey reports this
Marketing leaders report their most positive outlook since the recession hit six years ago, according to new results from The CMO Survey. When asked to rate how optimistic they are about the overall U.S. economy
This post was co-authored with Becky Ross and Shannon Gorman, both MBA students at the Fuqua School of Business, Duke University. Spending on social media continues to soar, but measuring its impact remains a challenge for