Marketing Analytics



Exhibit 0.1   Research platforms form the foundation of marketing analytics. They are the silos of knowledge that solutions tap to resolve business issues and yield consumer insights.

As advances in technology transform the very nature of marketing, there has never been greater need for marketers to learn marketing.

MarketingMind is a collection of the chapters of the Marketing Analytics Practitioner’s Guide (MAPG) platform. Like MAPG, it blends the art and the science of marketing to reflect how the discipline has matured in the age of analytics.

As depicted in Exhibit 0.1, research platforms form the foundation of the discipline of marketing analytics. They are the silos of knowledge that solutions tap to resolve business issues and yield consumer insights.

Collectively the platforms and solutions outline the scope of marketing analytics. It is essentially the discipline of measuring and analysing market information to derive an improved understanding of consumers. It provides management with the knowledge they need to identify and resolve marketing issues.

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