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Why Big Data Alone Can’t Deliver Big Returns for Marketers

Posted by Greg Dolan on 4/12/18 2:52 PM

In its 2017 CMO study Deloitte reported that marketers are planning huge investments in marketing analytics, to the tune of a 375 percent increase over the next three to five years. The market demand is real, and as a co-founder of a marketing analytics software company, we’ve experienced this demand first-hand.

Underlying this trend, however, is an urgent market need that's being shaped by a proliferation of challenger brands; an increase in social, mobile and digital media (with their shortened decision and investment timelines), and a shift toward in-store activation tactics.

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