Marketing has always involved understanding and analyzing data. Today, marketing professionals are beginning to apply scientific rigor to their analysis – from collecting and architecting data through to prescribing best courses of action.
As the terabytes grow, progressive marketers are turning to science. They’re using systematic observation, testing and measurement to study broad behavioral patterns, drill down from the aggregate to the individual and produce new insights that improve business outcomes. Doing this effectively means mastering three capabilities – architecting data, applying science and influencing action.
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