Tasman Murray is the founder and Managing Partner of Holistic Analytics. Tasman and David discuss the increasing ability of analytical modelling to refine marketing strategy, customer strategy, advertising deployment and media expenditure; the importance of developing a customer-centric analytics culture in organisations; and the contentious challenges implicit in a marketing analytics project, including trust in the analytical model, fear of what a model might reveal or determine, the need to go beyond marketing, and the role of the media agency in the process.

https://www.trinityp3.com/2021/05/marketing-analytics/