Orienting marketing toward data-driven analytics

11/20/2012 | Marketo

Chief marketing officers assigning an analyst to the task of sifting through the department's metrics should be looking for someone who can proficiently "absorb, visualize and articulate large amounts of data and complex concepts," then apply good business judgment, Jon Miller writes. Creating a culture of analytics means turning away from soft metrics and intuition, and toward cold, hard data, but leaning the bias toward insight instead of the data itself.

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