Understanding how to maximise data to its fullest potential is what separates truly data-driven businesses from the rest. The final chapter of Econsultancy’s Fundamentals of Marketing Measurement and Analytics Best Practice Guide covers:
- Data maturity: What it means for a business to be data mature and why the advancement of the use of analytics across the business is central to this.
- Advanced approaches: How to apply advanced tools and techniques, such as AI and machine learning, to predict the impact of future marketing campaigns.
- Skills and capabilities: What operational skillsets and capabilities are needed for marketing teams to leverage data effectively?