“…among the 1,000 executives surveyed from nearly 70 countries, 63% say they’ve seen a positive return on analytic investments within one year. Among executives who say they are from “speed-driven organizations” — where data analyses lead to action in as little time as possible — 69% say they have seen significant positive results from their data analytics efforts over the past three years.”
Andrea Lechner-Becker, Chief Strategy Officer at GNW Consulting, explains why AI search is forcing B2B marketers to give up the idea that they control the buyer journey, and what to measure …
