Learn from Your Analytics Failures
You need to align your marketing objectives and processes to your company strategy and organizational structure. You are required to present an organized system for the marketing alignment of your company.
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By Jesse Hopps
This Harvard Business Review article raises the important and challenging point that more value is gained when analytics fail than when the models are accurate. It is at that point that we learn where the gaps are in our assumptions and reasoning so that we can move forward rather than blindly following models that are out of date.
Demand Metric's Sales and Marketing Analytics Benchmark Report highlights the current state of the analytics process and the motivations that drive analytics efforts to show how analytics properly applied can be a critical resource for marketers.
