The gap between the promise and the reality of analytics points to a disconnect that needs resolution. Companies need to better align their data strategy and data analyst talent to realize the potential that analytics can bring to marketing managers.
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Data are becoming ubiquitous, so at first blush it would appear that analytics should be able to deliver on its promise of value creation. As a result, data libraries often look like the proverbial cluttered closet, where it is hard to separate the insights from the junk.
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