Marketers are struggling to measure, report, and analyze their marketing performance in terms of business impact like never before. While it has become painfully clear that manual, error-prone spreadsheets simply don’t cut it in today’s complex media and consumer landscape, figuring out how to turn marketing data into intelligence still stumps most marketers.
Marketers want easy access to all of the diverse data their campaigns are generating – in a centralized hub with reporting, visualization, and exploration tools that help inform marketing decisions. Sounds like what a business intelligence (BI) solution could offer, right?
Author: Opher Kahane