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Analytics In Action

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Analytics In Action
Elisabeth A. Sullivan

Marketing News | American Marketing Association
November/December 2014

Marketers and researchers weigh in on their organizations’ successes and hurdles in implementing marketing analytics tools, technology and processes. Read on for the full findings from the AMA’s 2014 Marketing Analytics Survey.

A few years ago, all of the industry chatter was about accountability and the many viable permutations of marketing ROI—how best to prove marketing’s effectiveness and demonstrate its business impact.

Today, rather than engaging in sometimes strategic but often nebulous accountability discussions, marketers are talking about measurement tools and tactics. The buzzwords now are “metrics” and “analytics,” means by which to demonstrate results. It’s positive progress, of course, but unfortunately, many marketers still are all talk and no action.

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