• BtoB, Tuesday, May 14, 2013 3:37 PM

On Monday, BtoB explained why real-time analytics are often double-edged swords for email marketers. Citing a Direct Marketing Association stat claiming that a quarter of marketers say that analyzing data is their biggest challenge, BtoB wrote that those challenges have only multiplied thanks real-time analytics.

“With real-time data collection, marketers are facing an acceleration of all the challenges that they had in the past,” Stephanie Miller, the DMA's VP-communications and member engagement, told BtoB. “Access to data, the variety of data types, having to hire and train people, the transformation of the marketing department, data governance and policies—these all become more challenging with real-time data,” she said.

Despite the difficulties that come with real-time analytics in email, BtoB still offered advice as to how they can be benefitial. The second benefit explained was that "segementation becomes easier - and triggering is more effective" with real-time analytics.

Read the whole story at BtoB »