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Integrated Marketing Association

Analytics & Analysis

By Shawn Elledge

Analytics & Analysis

Modern marketers in this digital age have access to a large amount of data about consumers and markets as a whole. These data points are called metrics. Managing and harvesting insight from these metrics—and optimizing processes as a result of the findings—is the purpose of marketing analytics. Organizations use analytics today primarily to assess the […]

By Shawn Elledge

Business Analytics vs Business Intelligence? | Business Analytics & Digital Business

What’s the difference between Business Analytics and Business Intelligence? The correct answer is: everybody has an opinion, but nobody knows, and you shouldn’t care. Having worked in the industry over twenty years, I can confidently say that everybody has a different notion of what ANY particular term associated with analytics means. For example, when SAP […]

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