When we talk about marketing intelligence, or analytic marketing, we find organizations and marketers have a number of “reasons” for why they should not add it within their corporate culture. The most common is that it will limit creativity, which is completely untrue. Analytics have nothing to do with creative; instead they improve the process and decision-making in delivering marketing activities to the potential customer in a more effective and efficient way.
This is the first of a two-part presentation that highlights and shows you how to overcome the common barriers and obstacles that most forward thinking marketers face when looking to add an analytic marketing process in their organizations. In this presentation, we go through the gambit of arguments ranging from not knowing how to corporate culture not accepting the change giving you a clear understanding of how to overcome and prove that the process not only works, but adds value to the organization.
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