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The Impact of Marketing Analytics

In: Marketing Analytics Roadmap

Author

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  • Jerry Rackley

Abstract

The first two chapters hopefully made a convincing argument for marketing analytics. It’s not enough, however, to collect all the right data to input into a legitimate marketing analytics process. The key to success with marketing analytics is in the application. If the results and insights from the process are not used, then a marketing analytics initiative is of little value. To benefit the whole organization, the analytics must influence the thinking, the decisions, and ultimately the way marketing works.

Suggested Citation

  • Jerry Rackley, 2015. "The Impact of Marketing Analytics," Springer Books, in: Marketing Analytics Roadmap, chapter 0, pages 31-44, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4842-0259-3_3
    DOI: 10.1007/978-1-4842-0259-3_3
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