According to a survey of CMOs, it was found that 2/3 of projects fail to use existing marketing analytics and only half of CMOs think that marketing analytics have contributed to their company’s performance. The most common reason for failure in this area is the introduction of any new initiative. Tom Claridge (strategy director at Fabric Worldwide), writes in his article about some tips on how to improve the Application of Marketing Data in any organization.  Read more at: http://digitalmarketingmagazine.co.uk/digital-marketing-data/5-tips-to-improve-the-application-of-marketing-data-in-your-organisation/1346