Marketing has revolutionized the way products are sold to the customers by innovatively leveraging traditional media (TV, print) and digital media (social networking and video streaming sites). Marketing Analytics has played a pivotal role in doing so by helping marketers take informed decisions by identifying the target audience and their thought process. This study by NASSCOM and AbsolutData Research & Analytics is an effort to highlight the pivotal role of Marketing Analytics, and the opportunities, challenges and future trends associated with it.
Marketing analytics enables C-Level executives to make data driven decisions in a complex environment where the speed, volume and complexity of data have increased exponentially over the years. Marketing analytics solutions have progressed from being used for post mortem (Descriptive analytics) to being used for real time decision making (Executive analytics).
With the advent of new technologies and myriad sources of consumer awareness, the scope of marketing analytics will be vast and India will be one of the foremost forces leading the revolution of analytics. By the help of this study, we hope to display the potential of this sector to organizations, analytics players and prospective employees and hope that it will pave the way for constructed effort to further the cause of marketing analytics in India.
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