The Impact of Marketing Analytics

Jerry Rackley

Chapter Chapter 3 in Marketing Analytics Roadmap, 2015, pp 31-44 from Springer

Abstract: Abstract The first two chapters hopefully made a convincing argument for marketing analytics. It’s not enough, however, to collect all the right data to input into a legitimate marketing analytics process. The key to success with marketing analytics is in the application. If the results and insights from the process are not used, then a marketing analytics initiative is of little value. To benefit the whole organization, the analytics must influence the thinking, the decisions, and ultimately the way marketing works.

Keywords: Interactive Video; Qualified Lead; Marketing Department; Marketing Organization; Chief Financial Officer (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4842-0259-3_3

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DOI: 10.1007/978-1-4842-0259-3_3

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