Analytics: Turning data into management gold

Abstract

In today’s competitive business landscape, both business-to-business and business-to-consumer marketers are seeking insights from their marketing initiatives to see what is working and what is not. The faster these insights are acted upon, the faster companies can gain a competitive edge. Companies are also delving into the customer journey in order to optimise the user experience. Those yet to do so must start implementing the type of marketing analytics that will take them and their business to the next level. They need to be provided with the actionable insights that will empower them to make business decisions seamlessly. This paper analyses how the emergence of artificial intelligence and machine learning in the marketing sphere is sure to give marketing management the necessary power to shine.