IN today’s data-saturated business environment, marketing is no longer a purely creative discipline driven by intuition, branding instinct, or historical spending patterns. It has increasingly become a quantitative science shaped by analytics, behavioural modelling, and real-time optimisation. Yet despite the proliferation of tools, dashboards, and platforms, many organisations remain trapped in a paradox of choice: [...] The post Integrated Marketing Analytics as a Growth Engine: A Critical Review in the Context of Zimbabwe’s Evolving Corporate Landscape appeared first on The Zimbabwe Mail.

Originally published by The Zimbabwe Mail. Read original article