Senior management support needed for analytics

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Companies that invest in analytics platforms with the support of senior management have greater success in executing on their corporate goals. Stuart Lauchlan of MyCustomer.com reports.

Thats the conclusion of a study 'Web Analytics: The Crystal Ball of Customer Behaviour?' by Aberdeen Group. It found that 94% of "best-in-class" companies have executive level sponsorship or are in the process of gaining executive support to use analytics as a method to measure and manage business processes across their entire organisation.

Some 89% of best-in-class companies currently use or plan to use analytics as a method to measure corporate goals such as compliance with sales and marketing objectives and elevating customer experience, and to influence decisions and impact...

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