The core competences of ICMA lie in the realm of marketing analytics, which intends to deploy customer data and analytical methods to enhance marketing efforts’ productivity. It constitutes a subdiscipline in marketing that has evolved enormously over the past 20 years and today constitutes an umbrella term of many closely related concepts:
- Analytical CRM
- Customer Intelligence
- Customer Analytics
- Social media analytics
- Predictive marketing analytics
- Data mining for marketing
- Big Data Analytics for Marketing
- Digital analytics
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