Demystifying the buzzwords of Marketing Analytics
In this talk Ivo Fugers will demystify the big buzzwords of marketing analytics. He will guide you through the steps of analytics maturity for B2B companies. In addition, Ivo will give some practical advice and discuss common pitfalls using two case studies. One case study is about a recommendation system for event visitors and the other is about churn analysis. In both case studies Ivo will elaborate on the importance of the learnings for B2B.