Companies have finally realized there is value in data and have launched major BI initiatives in their organizations. But most companies are making a colossal mistake in how they are approaching this challenge because they fail to realize data does not equal information. A Data Warehouse infrastructure and Business Intelligence tools allow business users to query against existing data, but it is only analytics that enable business users to go beyond the current boundaries of that data. Analytics is done by people and these people can look outside of the current data limitations in an organization and can even look outside the company walls for answers. OC Marketing Analytics has partnered with data management consulting company, Zendeux, that offers solutions based on data quality and establishment of data structure rules and KPI consistency. OC Marketing Analytics then applies ‘Business Intelligence’ tools from cutting edge providers like IBM’s SPSS and Big Data Platform to find new and actionable insights. Click Post Title to Learn More.

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There is a long period of denial before brand owners will change their own thinking. It can take years of sales declines before brand owners will wake up and deal honestly with a brand that is losing ground. Assuming your brand team has the necessary internal clarity, confidence and consensus about what must change and where the greatest opportunities for success are found, there are two strategic options available. There are positives and negatives associated with both alternatives, but both will require a lot of time, hard work and money. This article examines the two options and provides examples of successful brand that have chosen either route.

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Harvard Business Review contributors Patrick Spenner and Anna Bird discuss how marketers still rely too much on instinct over consumer driven customer-intelligence in Marketers Flunk the Big Data Test. The big-data explosion is driving a shift away from gut-based decision making. Marketing in particular is feeling the pressure to embrace new data-driven customer intelligence capabilities. No wonder a strong appetite for data is one of the most sought-after qualities in new marketers.

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Cyber Monday now spans almost an entire week. With long lines, bad weather, and full bellies, shoppers are increasingly choosing the convenience of the digital world over brick and mortar stores for their gift shopping. OC Marketing Analytics Resource Partner, Luth Research, has recently released a new software to measure online shopping habits. This software, ZQ Intelligence™, offers unique insights into customers’ digital lives, including their online shopping habits over the extended holiday shopping period.

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Marketing executives at companies across Southern California are working to do more with smaller staffs. Meanwhile, the breadth of marketing skills necessary is testing the capabilities of traditional advertising agencies. A group of marketing veterans announces the creation of a new type of agency in Southern California born to solve both problems, delivering a wide range of business expertise in a method that lets these companies choose exactly the skills they need for any project.

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