The call for marketing to increase its use of analytics doesn’t seem to be going away any time soon. Despite many businesses’ inability to use analytics to boost corporate performance, studies by Gartner and Duke University’s Fuqua School of Business reveal companies continue to devote a sizeable percentage of the marketing budget to analytics. Knowing the questions you need answered and the data you need to answer them is the first step in gaining insights from data.
Numerous studies have shown that marketers struggle to turn data into useful insights because they are overloaded with information. It’s not surprising that businesses are utilizing artificial intelligence (AI) to comprehend the massive amounts of data being produced.
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