The ABCs of Analytics

“Big data” will be the next game changer for marketers, but some will gain more advantage from it than others. To leverage big data’s full potential, companies need to go back to basics: relying on theory-based approaches, striving for a holistic view of their customers and markets, and learning by doing. These three steps have always been at the core of strong analytics programs and should continue to guide companies’ initiatives today.
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