In the next three years, marketing departments will dedicate 22% of their budgets to analytics, yet companies still use less than one-third of their data to drive business decisions.
Despite high hopes, analytics have yet to deliver on their promise. Many marketers cite a lack of expertise as a primary reason why analytics aren’t informing business decisions. While that may be part of the issue, a deeper problem lies in how the analytics industry has divided itself along marketing and product lines, and the way companies have organized around their data in response.
Author: Ravi Parikh