ORGANIZING YOUR MARKETING ANALYTICS CAPABILITIES: SEVEN CONSIDERATIONS

CMO CMO
January 29, 2015

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by Cesar Brea, Managing Partner at Force Five Partners

We’re now in the blood-sugar-crash phase of the Analytics / Big Data hype cycle, where the gap between promise and reality is greatest. Presenting symptoms of the gap include complaints about alignment, access to data, capacity to act on data-driven insights, and talent. Of course these issues aren’t new or unique to this area. A September 2012 HBR blog post by Paul Barth and Randy Bean of NewVantage Partners underscores this with some interesting data.

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