Marketing Analytics is growing

Sandeep Mittal has written an article in web edition of business world on Marketing Analytics titled "The Big Thrill". I tend to agree with him in saying use of Marketing Analytics (my earlier on MA)is increasing. But the best part, I took from it, is the need for marketers and analyst coming together.

Sandeep says that Marketers are too market savvy and they undermine the power of data. While the Analysts are too technical and they are lost in statistics. The Analysts lack business knowledge and their findings from data are very poorly mapped for business gain.

This is a very good point. Analysts and Consultants have to collect more general business knowledge (specially about marketing). The Marketers may also need to give some more time for analysts to make them understand the business while they analyse the data and also make some effort in understanding analytical findings.

I don't see this as big problem and difficult to solve, but if this part is not solved then it may be hazardous. May be company's higher management needs to take this seriously and have some internal knowledge transfer sessions or external trainings for this.