Innovation at the Nexus of Technology, Marketing Science, and Measurement

by Raymond Pettit

Despite all the coverage and discussion surrounding the importance of business intelligence (BI) software and customer relationship management (CRM) analytics, mainstream IT analysts and advisors are missing a subtle point. To date, the understanding, development, and application of techniques for extracting insight has lagged behind the invention and development of tools for collecting, storing, and accessing data, thereby limiting the return on intelligence and the return on investment (ROI) of marketing. The result of this divide is that more software and tools alone are not the answer.