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Business Intelligence Thought Leadership: 2015 ANA Magazine

Marketing Procurement Business Intelligence

Seeing the Light

In a Sea of Data How to Apply Business Intelligence to Marketing Procurement and Agency Management


The June 2015 edition of the ANA Magazine has just been released and Decideware features in a thought-leadership article on how business intelligence can be applied to marketing procurement and agency management.

In this article, Richard Benyon overviews the importance that data plays into marketing decisions and overall agency management. Currently, the processes need to make these decisions "suffer from significant overhead: it is slow to collect, labor-intensive to centralize,and often suffers from poor quality and transpositional errors."

Furthermore, Richard overviews the benefits of Business Intelligence and focuses on the importance of collecting data efficiently, using visualization in data mining (to help identify patterns), and understanding the statistical foundations used to make better decisions. 

The ANA Magazine is distributed to 32,000+ ANA members.

It is available via the ANA site or click here: