Marketing is heading towards Big Data and analytics. Marketers are experiencing increased complexity in both their departments as well as daily pursuits. Data complexity is increased with campaigns on social media combined with other data sources from sales and finance. So companies are now resorting to marketing analytics for data aggregation, analysis and making data-driven decisions. Before going ahead with marketing analytics, companies should identify their key objectives based on a definite analytics platform which is divided into milestones in sync with the existing framework of the company. Once this is done, one can start the analytics journey and hold key stakeholders responsible for results all of which are based on the company’s goals and vision. Data techniques to be used should be decided solely on the basis of the company’s objective. It is important to focus on the correct segment of data within the entire data set. This way one can increase the chance of gaining actionable insights on data and thus pushing the company towards growth. Read more at:https://channels.theinnovationenterprise.com/articles/marketing-analytics-do-you-have-a-framework