Marketing is the face of the company, Marketing gives personality to the life that is the firm. Even though Marketing is a critical function, it has sometimes lagged in tapping true potential of analytics for good reasons. Marketing is a complex function with multiple moving parts and it is rather difficult to bring in too much control required for tracking, measuring and acting on the insights. However recent developments in big data, technology, awareness, analytical maturity and analytical techniques have made this easier. This deck is a discussion on practical challenges, potential opportunities and proposes an analytics value chain approach bringing together data, analytics, research and testing to inform and drive Strategy, manage execution and drive business impact with quantifiable business impact. This presentation was done at Digital Summit 2016 at Los Angeles.
Marketing is the face of the company, Marketing gives personality to the life that is the firm. Even though Marketing is a critical function, it has sometimes lagged in tapping true potential of analytics for good reasons. Marketing is a complex function with multiple moving parts and it is rather difficult to bring in too much control required for tracking, measuring and acting on the insights. However recent developments in big data, technology, awareness, analytical maturity and analytical techniques have made this easier. This deck is a discussion on practical challenges, potential opportunities and proposes an analytics value chain approach bringing together data, analytics, research and testing to inform and drive Strategy, manage execution and drive business impact with quantifiable business impact. This presentation was done at Digital Summit 2016 at Los Angeles.