Category: Marketing Analytics
Spending On Marketing Knowledge
Marketers to Spend on Analytics; Use Remains Elusive
Ten Steps To Better Use Of Marketing Analytics
Aug 17, 2016 |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...
Does Pressure to Prove the Value of Marketing Help or Hurt Company Performance?
Nov 21, 2013 |Two-thirds of all top marketers feel pressure from their CEO or Board to prove the value of marketing according to August 2013 results from The CMO Survey. Of those, 60% describe that pressure as increasing. These...