Marketing Analytics Improves Both Sales and Marketing

I recently stumbled on an interesting Forbes article about marketing analytics usage by Christine Moorman and while it is about 6 months old I think the messaging still holds a great deal of relevance.  One of the very interesting points offered was the different ways in which marketing analytics can be leveraged.  The article contested that while marketing analytics can deliver evaluative insight that can obviously measure marketing performance and drive better decisions and investments, it also offers a hugely unrealized and profound conceptual benefit.  The article explains that as ...
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