Guide to Marketing Analytics

By Mindy Charski

February 8, 2013

When consumers make a purchase, turn on a cellphone, ring a call center, visit a website, click a banner ad, comment on social networks, or join a loyalty program, they’re producing valuable nuggets of data that savvy marketers can leverage to make better business decisions.

­­­­They can do this through marketing analytics, which uses software-based algorithms and statistics to derive meaning. The ability to glean actionable insights from increasingly large datasets is a boon for a discipline that, while becoming more data driven over the past 50 years, has tilted more toward art than science.

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