The Dog Ate My Analysis: The Hitchhiker’s Guide to Marketing Analytics

While the age of big data allows for more in-depth insight into consumer behaviour and enables more sophisticated targeting, it is also important to be aware that this is just a small portion of consumers' shopping and buying behaviour.

The Dog Ate My Analysis: The Hitchhiker’s Guide to Marketing Analytics

Pat LaPointe

MarketingNPV

The growth of analytics in the past few years has been nothing short of phenomenal. Sparked by the birth of digital commercial platforms and fueled by the emergence of “big-data” streams and cloud computing, analytics has penetrated nearly all aspects of decision making in most Global 1000 companies. As is true in any “bubble,” however, people—in this case, managers—fall prey to “irrational exuberance” and have a tendency to under-, over-, or mis-apply the tools to often ridiculous extremes.

The problem is particularly acute in the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands