Naras Eechambadi

Marketing Executives Sought–But Didn’t Quite Find–More Accountability in 2005

Over the past few years, analytic CRM and marketing applications have been among the most active and fast growing areas within CRM. We saw that trend continuing in 2005. Perhaps the biggest story in the marketing side of things is the continuing pressure on senior...

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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