The Role of Marketing Analytics in Small Business

Michael Hios

With record expenditures in the area of Analytics occurring, and a steep rise predicted over the coming years, “Analytics” has been officially indoctrinated into the “Hall of C-Level Buzzwords.” Like most buzzwords, there is always some confusion over the actual meaning and its proper place in business.

My career in Information Technology started, in earnest, working as a Systems Integrator for MRP/ERP systems at (mostly) small businesses. At the time, “ERP” was the latest buzzword and I worked with many clients whose implementations were doomed from the start, simply because their purpose, scope, and capabilities were just not understood by the executives who were dictating their implementation. Small businesses often lack the resources to withstand failures and delays in such large-scale projects, so it was painful to watch (and more so, to participate in ) some of them.

At the time, IT was still very attached to Finance and…

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Posted on April 19, 2013, in Content Marketing, Creative Strategy, Internet Marketing, Tech Media and tagged , , , , , , , , , , , , , , , , , , , , , , . Bookmark the permalink. Leave a comment.

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