In an article on trends in analytics, Rick Watrall of MarketingNPV summarizes the state of the industry:
The critical commonality among the trends above is that none of them involve the next "whiz-bang technique" coming down the pike. The future of marketing analytics will be determined more by people-driven processes, technology, and creative applications of unique solutions to individual situations.Of the drivers, I think the people-process is the most important driver. Successfulul adoption of analytics should come from a fundamental desire to understand not from the application of some technique or tool.
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