A recent survey states that the marketing companies will allocate their budgets to analytics. Though the top marketers report that analytics’ effect on company’s performance will remain moderate. There are two forces which couldn’t make this happen- the data used and the data analyst. This article discusses about why the organisations couldn’t realise the full potential of marketing analytics with their increased spending. Some of the main areas where the problems may arise are:
• The data challenge
• The data analyst challenge
• Algorithms and data resolving business plans
• Company’s goals
• Expanding skill boundaries

To know more visit:

https://hbr.org/2018/05/why-marketing-analytics-hasnt-lived-up-to-its-promise