oa Journal of Marketing - Better marketing decisions at your fingertips : advertising @ work



Are your marketing decisions based on intuition or on analysed data? While intuition isn't a bad thing, it certainly helps to back this up with something more concrete to inform that gut feeling, especially when there's a lot of money involved. Of course, there are many ways to conduct research when putting together a marketing campaign, but business intelligence software tool, Tableau, and its South African reseller, BI Insight, offer a way for marketers to analyse hard data and present it in a visually understandable way - to speak to the creative mind and bypass the IT department.


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