James M. Connolly

Marketing Analytics: Driving Data to the Forefront

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magneticnorth0
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Re: Multiple effects
magneticnorth0   11/30/2016 4:20:19 AM
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I agree, Michelle. Marketing has made great use of analytics but that doesn't mean it has integrated well with other functions. What it means is that analytics has shown great use in helping marketers meet their targets. And yes, you could see that marketers need no convincing that they need to be data-driven. There's already been, for decades now, a big market research industry. Analytics is a step up.

Michelle
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Re: Multiple effects
Michelle   11/27/2016 6:18:56 AM
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@rbaz I suspect marketing still works apart from other divisions even in the age of analytics. Traditional marketing activities rule (I have no scientific data for any of this)

tomsg
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Re: Multiple effects
tomsg   11/21/2016 9:19:45 PM
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Or at least listening to the dat experts and following the advice that the data leads to.

Zimana
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Re: Multiple effects
Zimana   11/21/2016 9:18:17 PM
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And can not really be avoided. Analytics solutions have become central for competitive analysis, and are no long "web" analytics - at least for Google and Adobe. I think we are moving away from just the "insert-name" analytics to just analytics, given the capability of tools now.

Zimana
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Re: Multiple effects
Zimana   11/21/2016 9:16:43 PM
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Good point about people and good instincts. These days those instincts must be displayed through knowledge of analytic software or programming technique.

rbaz
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Re: Multiple effects
rbaz   11/18/2016 6:25:40 PM
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The reference to marketing interaction with other departments is huge. We tend to envision marketing as separate and distinct from the rest of the operation. The tools to fully interact and interconnect with all departments cannot be overstated.

tomsg
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Multiple effects
tomsg   11/15/2016 7:52:44 PM
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I think analytics has had mulitple effcets on the marketing organization. People with good instincts ued to rise when they predicted trends. Today we can do a lot of this with analytics. But even more profund is use of analytics to measure the results of a campaign- it leaves no place to hide.

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