This webcast will focus on the strengths and weaknesses of current marketing and CRM analytic approaches, including BI (OLAP) and dashboard tools so popular today, that are being used to drive marketing measurement and evaluation. In particular, the webcast will focus on the limitations of some traditional marketing measurement approaches, as well as the dangers of unsophisticated use of some very high powered analytic techniques (black box models) increasingly making an appearance in CRM analytic systems.
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