Why is it important for marketers to invest in analytics? It’s not the sexiest topic out there, and it certainly doesn’t have the buzz surrounding it that other marketing concepts do. To answer that question, we need to think a little harder about what the point of marketing is, exactly. To generate revenue, right? Analytics can tell us what parts of our marketing strategy are generating revenue, in which stages, and which need to be optimized or let go. It permeates every....

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