Research suggests that:
Nearly 50% of marketers think data is their company’s most underutilized
asset (Teradata’s Data-Driven Marketing Survey)
78% of the marketers feel intense pressure to become more data driven.
68% of senior marketing executives do not use data to make every day
business decisions (Bi-annual survey from Deloitte, Duke University and the
In light of above findings, answer to the following questions in greater detail.
a) Why is understanding marketing analytics critical for marketing
executives? And for an organization?
b) Discuss the current trends, issues and challenges to the use of marketing analytics.
(2 PAGE + REFERENCES – SINGLE SPACED- 12 POINT FONT)