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Transforming data into impact

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Having enough data in marketing is not the problem today: the challenge is how to enable your entire organisation to benefit most from it. Relevant information has to be available in all areas of your organisation: more autonomy across organisations rather than top-down decision making means that the task of optimising the internal information and communications approach of the company becomes crucial for success. It is not just about accommodating big data – the real challenge is to actively address the need to make data useful to everyone across the enterprise. The companies that succeed with this movement into the ‘Big Usage of Data’ tend also to be those where information gets used well beyond the traditional circle of market researchers and data analysts. One of the most effective ways to achieve this is to make use of professional infographic dashboards; using modern, visual story telling techniques transforms information into insights and insights into impact.
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Keywords: actionable intelligence; dashboards; data visualisation; decision making; infographics; insights

Document Type: Research Article

Publication date: April 1, 2017

More about this publication?
  • Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.
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