How to be a high-performing analytics company

This brief Q&A with Simon James, an instructor at the ANA school of marketing and global leader of SapientNitro's analytics practice, discusses how to make smarter decisions based on data analytics.

How to be a high-performing analytics company

Ken Beaulieu

The growth of digital media has opened the door for businesses to make smarter marketing decisions based on data analytics. Unfortunately, studies show that few marketers have a high degree of competence in data management. To learn why, we reached out to Simon James, an instructor with the ANA School of Marketing and the global leader of the analytics practice at SapientNitro, a Boston-based marketing and consultancy company.

— Ken Beaulieu

Q Why is the use of data analytics difficult to adopt at many organizations?

AAnalytics can have a pervasive...

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