Data

Confidence in Data Depends on Confidence in Analysis

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By Chet Dalzell

Push-me, pull-you. Chicken or egg?

Data or Analytics?

As I continue discussion on the “The Data-Centric Organization 2018” research report (Winterberry Group, in partnership with the Data and Marketing Association and IAB [Interactive Advertising Bureau] Data Center for Excellence, it is striking how marketing organizations — specifically, data-driven marketing organizations — seek to overcome challenges in people, platforms, partners and processes through analytics.

Analytics spending may be tiny (just 2 percent of data services budgets, according to another Winterberry Group report, “The State of Data 2017”) but the significance of data analytics cannot be understated.

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Headshot of Chet Dalzell

Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

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