Marketing intelligence could mend a broken business


Data has become the most valuable currency in business. But without the right tools or intelligence, its true value will not be realised. According to a MiQ survey, 43 per cent of US and UK brand marketers think that the lack of measurement of business impact, such as sales or growth, is the main hurdle to investing more in data analytics. But if marketing metrics are not the same as business goals, why are campaigns measured against them? Marketing should align with the same goals as the rest of the company, in order to measure tangible business results.

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