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The events of spring 2020 have turned marketers’ worlds upside down. In light of an unprecedented health and economic crisis, teams scrambled to adjust their advertising messages, campaigns, and offers. They could no longer rely on previous assumptions about their customers, including what, why, and how they buy. In a matter of days, stores closed, e-commerce sales ramped up, and contact center interactions exploded. Meanwhile, media consumption changed as more people began working from home, spending more time online and watching TV, and less time interacting in person.
Rapid change is the new normal, and more than ever, marketers need to make decisions quickly that are nonetheless anchored in data. As a result, companies are pouring money into marketing analytics — last year, CMOs...
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