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The ad world's data movement isn't going anywhere—in fact, it's going to almost double in the next few years.
Brands will allot 11.7 percent of their marketing budgets for analytics by 2018, up from 6.4 percent currently, according to Duke University's survey of 288 chief marketing officers.
"We observe that companies under-utilize the marketing analytics that they've requested and have available for decision making," said Christine Moorman, a professor at Duke's Fuqua School of Business and director of the research.