Analytics

In business, analytics is a term used for sophisticated forms of business data analysis. In marketing and branding, a variety of statistical and non-statistical methods are used. The valuation of branding and marketing activities is becoming increasingly topical. Brand valuation, return on brand and marketing investment, and brand scorecards are being introduced as prescriptive tools for improved business performance. These promote better decision-making and add scientific support to areas which have largely been guided by intuition and past experience.