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The Importance of Marketing Analytics

by Raymond Pettit

Investments in technology have enabled corporations to gather vast amounts of data about their customers and markets. However, market research and measurement techniques are just beginning to come to grips with the amount of consumer and marketing data that today's organizations are generating and collecting. To date, the development of techniques and tools for extracting insight has lagged behind the development of tools for collecting and storing data, thereby limiting return on investment (ROI) of marketing actions.

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The Importance of Marketing Analytics 3 December 2003

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Cutter Consortium, founded in 1986, is a global IT advisory firm helping organizations forge solutions to the business technology challenges they face. Through its research, consulting, and training, Cutter assists enterprises as they create, implement, and maintain IT systems and organizations that support business objectives and encourage innovation. Cutter pushes the thinking in the field by fostering debate and collaboration between thought leaders from different domains, countries, and disciplines. As a completely independent entity that has no special ties to vendors, Cutter Consortium is beholden to no one and dedicated to providing completely objective, unbiased information to its clients. Cutter Consortium gives you access to the top thinkers in IT.

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