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To prove the value of marketing, look no further than analytics. Businesses have easy access to rich customer data, and analytics turns that data into insights that lead to better decisions and new opportunities.

So, how does analytics get a seat at the executive table? Should analytics be the function of a small core of experts, or the responsibility of a broader spectrum of the business? We asked analytics veterans from Chico's and Staples to give us their best tips.

This paper also covers critical issues such as focusing our efforts for the best rewards and handling the huge influx of data from a variety of sources such as social media.

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