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For long, creativity could not be quantifiable. But now the best of marketers have realized that for innovation to be most successful, it needs to be backed up with reliable business analytics. For this, a lot of data warehousing needs to be done as well. Once that is done, the utilization of the same is a challenge. There are three levels of utilization. The base level are the Idlers, who use very little of this data for their marketing purposes. The next level consists of the Isolators. They do make use of data, but don’t integrate the same as part of the bigger picture. The top level is of the Integrators. These marketers not only use data, but also processes, that are then integrated. For them, data and creativity are equal partners. They use the agile marketing operational model. They also tap in to AI- driven consumer insights.

Source:https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-most-perfect-union

Uploaded Date:11 March 2020

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