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Excerpted from Dave Booth’s November column for MediaPost, “Defining Your Investment in Big Data”:

When we released our own survey of digital analytics maturity across industries, we found that many organizations tend to be ambitious in terms of their objective and scope, but lack the rudimentary business processes and methodologies required to follow through. Others tend to over-invest in technology while ignoring the people and resources to use, and still others define lofty goals and aspirations with respect to what they would like to do with data, but have not formalized the governance aspect.

Most organizations would do well to spend time reflecting upon their current state and exploring which steps they need to take across all aspects of maturity to bring themselves into balance and grow. Charting a course of realistic expectations over a two-year-plus timeline is a fantastic way to achieve a higher level of maturity.

Read the entire column here.



State of Digital Marketing Analytics

The 2020 State of Digital Marketing Analytics examines the marketing technology that supports the world's most successful enterprises and highlights the challenges and strategies for navigating the new normal..