Putting data to work: Insights from the 2014 Marketing Analytics Leadership Award
Stephen WhitesideWarc
Few marketers would dispute the importance of analytics to modern brand-building, but even fewer are conversant with precisely how to leverage the slew of statistical information at their fingertips.
One indicator of the discipline's rapid growth in prominence came from a recent study published by IDC, the research firm, which stated that the investment in data and analytics software among marketers around the world will increase from $6.9 billion in 2014 to $11.6 billion in 2018, with the US at the forefront of this trend....