• by Gavin O'Malley , Staff Writer, February 24, 2010

There’s a lot of fuss around analytics and accountability, says Vipin Mayar, EVP of Global Director of Data and Analytics at MRM Worldwide. But, it’s “good fuss.” It’s an “interesting time to be in it,” says Mayar -- but different types of interesting to different marketers.

Some marketers worry: “Will my kimono be opened by analytics?” -- i.e., overexposed. Some look at it as a place to get control, because, at least in theory, understanding equals control. Everyone, meanwhile, is experiencing analytics anxiety. “Am I doing this right,” they’re asking themselves, according to Mayar.