Data and analysis-focused marketing strategies are increasingly important across all industries, writes Thomas Davenport, a Babson College professor and senior adviser to Deloitte Analytics. Davenport outlines seven observations from recent conferences on customer insights and analytics. Among the emerging trends: Cross-channel attribution is becoming "critical," spending optimization is happening more frequently, and more attention is being paid to "other" sources of information, such as user reviews and price-comparison tools.

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