Research suggests that:

Nearly 50% of marketers think data is their companys 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. 

(2 PAGE + REFERENCES – SINGLE SPACED- 12 POINT FONT)