Nobody in the marketing world argues with the potential for data and analytics to grow their business. Big data promises more personalized customer experiences, targeted campaigns, and better optimization models.
Marketers now spend 8% of their budgets on analytics and will grow that amount by double digits in the coming years. So how come most marketers can’t measure the return on these large investment in data and analytics? A new report from the Forbes Marketing Accountability Initiative powered by MASB explains why data remains a largely underutilized asset when most CMOs agree on the importance of data-driven decision-making to revenue and profit growth.
Author: Stephen Diorio