‘The secrets of elite analytics practices: Report’ – Econsultancy
Arliss Coates says, “In August 2016, Econsultancy published a report in association with IBM called The Secrets of Elite Analytics Practices.
We sought to discover just how much analytics was contributing to business performance and where in particular analytics was making the biggest impact.
Today we’re expanding on those insights with commentary from top marketers on the power of analytics.
In this, the first of two long reads, we explore how analytics is revealing opportunities in a complex customer journey and what tactics are winning out.
We’ll also be exploring its limitations and hearing how these senior marketers plan to overcome this challenge.
Building brand responsiveness into the customer journey
Channels and platforms are multiplying and marketers are struggling to describe that journey, much less follow it. The terms customer journey and purchase funnel imply a linear progression, the reality is that it’s anything but”.
Comments are closed.
