Collaboration between marketing and insights helps make better decisions to devise stronger and more consumer focused campaigns that drive businesses forward.
Central to the function of insights is data intelligence which creates models that helps the marketing teams identify their most valuable customers - understanding their motivations and ever changing attitudes. This will help the brand attract, retain and grow its customer base going forward. Marketing data analytics is also useful to help drive the brand's personalisation strategy. For example, it helps use look-a-like modelling to target new consumers on Facebook who matches the characteristics of their existing customers.
Performars found that some of the most successful companies have research, data and analytics sitting across the company, reporting directly to the CEO.