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The art of marketing analytics

Marketing may be both an art and a science, but understanding the science of marketing is an art.

For most marketing leaders, increasing pressure to forecast or justify the return on investments in marketing is an unwelcome responsibility. Marketing used to be all about promoting, selling, and distributing a product or service. About being creative and building a brand, and understanding and addressing customer needs and wants. Marketing used to be thought of as an art.

Marketing’s role has expanded over the last decade, thanks to the rise of digital ubiquity and advances in computing capacity. Our ability to collect and analyze data has grown exponentially, and now there’s an imperative for marketers to make data-driven decisions and manage by the numbers. But while there’s no shortage of “analytics” in marketing, a 2015 study conducted by The CMO Survey indicates that seven out of 10 CMOs believe they still don’t have what they need to inform better decisions.

Even with access to sophisticated business intelligence tools and statisticians, many marketers still struggle with analytics. If you're one of them, download our whitepaper to learn how to get more value from your data—and better business results.

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Ian Michiels, a leader in Slalom's Silicon Valley customer engagement practice

Ian Michiels leads Slalom’s Silicon Valley Customer Engagement practice. Michiels is a seasoned speaker, industry personality, and the author of over 350 analyst reports. He is frequently quoted by top-tier media outlets, including Forbes and the Harvard Business Review, and has consulted the world's top marketing executives at globally known brands like Sears, T. Rowe Price, and Caesars International. Follow him on Twitter: @InsightFanatic.