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'Where does data gathering end and data analysis begin?'

Pam Evans, senior marketing optimization manager, IBM Software Group

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“The two are coming together. Data gathering tells us what's happening, but it needs to be put in context, compared against the past and against competitive benchmarks—both industry and internal—to indicate whether we're doing better than before. We'll take a look at what it means for the business and what actions to take, whether they're campaigns, product announcements or other marketing activities that will help sustain the sales pipeline. We view that analysis function as critical. It's no longer just about delivering a report but rather understanding implications and what is needed to prepare and act in the marketplace.”
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