Unlocking The Full Growth Potential Of Big Data Main section Page top

Unlocking The Full Growth Potential Of Big Data

Stephen Diorio

According to the Forbes there are several roadblocks that keep marketing organizations back from leveraging big data to achieve higher levels of marketing accountability and performance. In particular, CMOs identified insufficient tools and technologies to reduce the time, cost, and complexity of developing data-driven measures and models of marketing performance. “A big gap for us is the time it takes to model performance in terms of clicks, views and sales in a two-tiered distribution model,” according to Mark McKenna, CMO of the Putnam Funds. “We need to get on-platform and off-platform data from distribution partners to calculate attribution to sales and asset movement.”

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