Naras Eechambadi

In Marketing Analytics, Business Needs Drive Technology Adoption

You might think that when a technology is trendy, you would have questions of business ownership. Organizations would buy the technology before knowing what to do with it. But in the case of marketing analytics, a fairly hot area within the broader realm of...

Marketing Can Be Accountable and Creative: An Interview With Naras Eechambadi

The old days when businesses took marketing spending on faith are over. But marketing doesn't have to give up its finer side for the sake of accountability, argues Naras Eechambadi, author of the new book, High Performance Marketing: Bringing Method to the Madness of...

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