Book Review – “It’s Not the Size of the Data – It’s How You Use It” by Koen Pauwels

“Brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies. Mounds of marketing metrics are generated across touch points and channels. It can be information overload–too much, too scattered. But locked in the vast quantity of information are accurate, data-driven answers to every marketing question. Analytic dashboards are transformative web-based tools that gather, syn … Continue reading