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Quantifying the Impact of Marketing Analytics

Marketing analytics is becoming big business. With the promise of improved precision and performance, advanced analytics and Big Data have set off something of a buying frenzy.

Companies currently spend 6.7% of their marketing budgets on analytics and expect to spend 11.1% over the next three years, according to the most recent CMO Survey. Brands plan to increase their spending on the category by a whopping 73 percent over the next three years, according to a recent VentureBeat report.

Source: hbr.org
Author: Matt Ariker,Alejandro Diaz,Christine Moorman AND Mike Westover

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