What do physics and marketing have in common? Dan Cobley of Google is passionate about both. He brings these concepts together using Newton’s second law, Heisenberg’s uncertainty principle, the scientific method and the second law of thermodynamics to explain the fundamental theories of branding and the importance of measuring marketing success.

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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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Analytics can be an extremely helpful tool for marketers when it comes to proving the value of marketing investments and overall performance. However, not all analytics are alike. Usually, when marketers think of analytics, things like time-on-site and number of unique visitors come to mind. Those are important things for marketing to track. However, that doesn’t really provide an accurate picture of how marketing is performing. That’s because those are related to web analytics, not marketing analytics.

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