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.
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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