Incorporating marketing analytics is crucial in an era when "most marketing organizations are drowning in data and starving for information," Mark Emond writes. The four foundational elements to build on are a joint CIO/CMO strategy; investment in the analytics people, including marketing executives, strategists and users; aligning processes and standards in marketing and sales to create a lead language; and using world-class technology able to create a "single version of the truth" to base decisions upon, Emond writes.

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