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Measure, Analyze and Manage: Optimizing Marketing Results with Business Analytics

White Paper Published By: IBM
Published:  Oct 20, 2015
Type:  White Paper
Length:  12 pages

The marketing landscape has changed dramatically from what it was a few years ago. Organizations today face overwhelming amounts of data. Savvier customers are more demanding and require more value than in the past, compelling marketers to have a deeper understanding of both individuals and markets.

Chief marketing officers (CMOs) are under pressure to deliver insight-driven programs and results, yet their teams lack the tools and skills to do so. Marketers are now also expected to generate revenue, rather than just leads. Combined with the need to expand digital strategies to address the proliferation of social media and new channels such as mobile commerce, itís a challenging time to be a marketing executive.

Tags : 
ibm, business analytics, marketing, cmo, digital strategy, business technology, marketing research, traditional marketing