RSSResearch

A Culture of Analytics Greatly Amplifies Marketing Impact

A Culture of Analytics Greatly Amplifies Marketing Impact

. September 13, 2018 . 0 Comments

Today’s advanced marketing measurement tools and technologies can be game changers. But they only take an organization part way to the kinds of eye-catching performance improvements that are ultimately possible. The catalyst needed to go the distance comes down to one word: Culture That’s a key takeaway from groundbreaking new research by Forrester, commissioned by […]

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New Study Shows How Marketing Measurement Pays Off

New Study Shows How Marketing Measurement Pays Off

. September 11, 2017 . 0 Comments

Do investments in marketing measurement pay off? Increasing numbers of brand marketers agree that it does, and say they can quantifiably prove it. And now a new study called the Marketing Accountability report, done in collaboration with the Forbes CMO Practice and announced by Neustar, provides detailed evidence of marketing measurement’s payoff. The study – which analyzed […]

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Spending on Marketing Analytics Budgets Set to Rise…or Not

Spending on Marketing Analytics Budgets Set to Rise…or Not

. September 6, 2017 . 0 Comments

According to the latest edition of Duke University’s twice-yearly CMO Survey, the percent of marketing budgets spent on analytics will more than triple over the next 36 months. Or at least that’s what the top marketing executives surveyed are projecting. If the last five years were a guide, however, an increase of that magnitude would […]

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It’s all About the Math

It’s all About the Math

. August 15, 2017 . 0 Comments

Marketing and math haven’t always meshed. Marketing was long considered a creative endeavor somehow divorced from the rigor and transparency of science-based business process. The very definition of analytics – “the scientific process of transforming data into insight for making better decisions” – caused tension in marketing-dom. But no longer. Better analytic methods, new data-driven […]

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