Doing marketing analytics right isn't easy and the mathematical and statistical chops required is not often a skillset that coincides with great marketing skill

Doing marketing analytics right isn't easy and the mathematical and statistical chops required is not often a skillset that coincides with great marketing skill. Larger organizations would be well served to split out a team for analytics separate from the team doing the marketing itself. Smaller teams I think should try and rely on finance for the same job.