Koen Pauwels on How it's Not the Size of the Data, It's How You Use It

Koen Pauwels, consultant and expert on marketing ROI (Return on Investment), describes why smarter marketing can help drive up sales profits for any company. How is big data affecting marketing trends today? In many ways it sets the benchmark for marketing to be held more accountable for business profits. And with analytics becoming such an essential component to any business, companies need to get smarter. Pauwels offers several examples on how his methodology for smarter marketing, detailed in his book It's Not the Size of the Data - It's How You Use It: Smarter Marketing with Analytics and Dashboard published by AMACOM, has actually helped companies, including saving a major corporation $150 million in advertising for a green product. AMA is a world-class leadership development provider in more than 40 countries worldwide. Our training is internationally recognized by 9 professional associations and the majority of the Fortune 500 companies.