Research suggests that:

Nearly 50% of marketers think data is their company’s most underutilized

asset (Teradata’s Data-Driven Marketing Survey)

78% of the marketers feel intense pressure to become more data driven.

68% of senior marketing executives do not use data to make every day

business decisions (Bi-annual survey from Deloitte, Duke University and the AMA)

In light of above findings, answer to the following questions in greater detail.

a) Why is understanding marketing analytics critical for marketing

executives? And for an organization?

b) Discuss the current trends, issues and challenges to the use of marketing analytics.