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Critical Thinking Spending on digital marketing has trended upward in recent years, and with so many individuals using the Internet for extended periods of time, it is easy to understand why. In some cases, some organizations spend more than that of their budget on digital marketing. How do you think they justify committing more than half of their marketing budget to digital efforts? Do you believe that more companies should invest primarily in digital marketing? What group’s o, factors would indicate to you that digital marketing does not make sense as an investment?

Critical thinking A study conducted by Adobe found that 77 percent of marketers surveyed believe that data on customer purchase histories can improve marketing performance, yet only 21 percent actually use it. Similarly, 88 percent believe that behavioral data can have a similar impact, but only 20 percent use it. 57 These statistics highlight a contradiction between the perception of marketing analytics’ value and the actual frequency of execution of marketing analytics. Why do you think this is? If you we,e in charge of implementing marketing analytics into an organization, what hurdles would you expect to encounter and from whom, and how would you overcome them?

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