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Marketing analytics to prove bond or bust with IT?

BIThe amount of data about a business’ customers and target customers that can be mined for valuable insights with marketing analytics tools is growing exponentially.

For many marketing departments, it sounds like a dream come true. At long last, they have at their fingertips the information they need to gauge — often in real time — the sentiments, needs, gripes and behaviours of those whose custom they court.

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