Marketers are smart, innovative people. They were early into digital technology and have used marketing automation solutions, CRM platforms and social media to deepen customer relationships and drive measurable business value. They also regularly defend

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

Companies are spending big dollars on big data. Approximately 5.5% of marketing budgets currently are spent on marketing analytics and this is expected to increase to 8.7% in the next three years as reported in

Marketing budgets as a percent of overall firm budgets and as a percent of firm revenues are both on the rise as noted in my prior post. Why are firms spending more on marketing? Here

Results from The CMO Survey™ (August 2012) contain three indicators that marketing spend is on the rise in companies. First and the weakest, CMOs reported that marketing spend is expected to grow by 6.4% in the