Marketers are now using advanced analytic to spend less and get better results. On average, marketers use four to seven operational systems to interact with customers in areas like social media, mobile, email, display, budgeting/spend planning and campaign planning. The first stage of marketing maturity is getting your data in one place. Next, you begin to develop segments to understand the profile of new customers and their preferred engagement channels. In stage three, then focus on marketing attribution. Then marketers understand what's happened in the past and what's likely to happen in the future. It offers marketers leading indicators of the base of customers, by segment, is about to do next. These answers change the game in retail by seeing customer data light up. Read more at: