Critical Thinking A study conducted by Adobe found that 77 percent of marketers surveyed believe that data on customer purchase histories can improve marketing performance, yet only 21 percent actually use it. Similarly, 88 percent believe that behavioral data can have a similar impact, but only 20 percent use it. 57 These statistics highlight a contradiction between the perception of marketing analytics' value and the actual frequency of execution of marketing analytics. Why do you think this is? If you we,e in charge of implementing marketing analytics into an organization, w hat hurdles would you expect to encounter and from whom, and how would you overcome them?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
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Critical Thinking A study conducted by Adobe found
that 77 percent of marketers surveyed believe that
data on customer purchase histories can improve
marketing performance, yet only 21 percent actually
use it. Similarly, 88 percent believe that behavioral
data can have a similar impact, but only 20 percent
use it. 57 These statistics highlight a contradiction between the perception of marketing analytics' value
and the actual frequency of execution of marketing
analytics. Why do you think this is? If you we,e in
charge of implementing marketing analytics into an
organization, w hat hurdles would you expect to encounter and from whom, and how would you overcome them?

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