“The days of correlating sales data with a few dozen discrete advertising variables are over. Many of the world’s biggest companies are now deploying analytics 2.0, a set of capabilities that can chew through terabytes of data and hundreds of variables in real time to reveal how advertising touch points interact dynamically. The results: 10% to 30% improvements in marketing performance.”
A very clear description of an advanced approach to Marketing Analytics – as practiced by leading marketers. In this article, Wes Nichols (co-founder of MarketShare), explains the types of data used, the interaction of marketing activity and how to model it, and the need for optimization and allocation capabilities.
Author: Wes Nichols (MarketShare), as published in HBR