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Actionable Analytics

Leading digital analytics experts share how to effectively use data and analytics

The number of data sources that are available is growing every day. For some of us this might be a good thing, but for many digital marketers it brings up a lot of challenges to deal with. This report, Broken Links: Why analytics investments have yet to pay off, from the Economist Intelligence Unit (EIU) and global sales and marketing firm ZS, shows that there is still a long way to go. 70% of business executives say sales and marketing analytics are already very or even ìextremely important. This in contrast to 2% that say they have achieved a broad, positive impact. The question is, how can you most effectively use data and analytics to your business' advantage?

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Leverage the power of the cloud to achieve better insights

The era of the cloud is in full swing. Cloud-based analytic platforms are driving automation and improving the predictive accuracy of marketing programs across all sorts of industries. With these platforms at their disposal, marketers can solve some of the key challenges that have daunted them for years, like connecting data, reporting, gathering insights, making decisions, and optimizing marketing programs.

In 2015, Gartner removed big data as an emerging technology trend, citing the fact that it has become prevalent in our lives and hence is no longer an emerging trend. Yet, McKinsey claims that less than 30 percent of the data’s value is being captured across industries. Big data’s applications will only grow as its true potential has yet to be fully tapped.

Making Decisions at the Speed of Business

Shifting to the cloud isn’t a set-it-and-forget-it proposition. It…