With more data available than ever, organizations are relying on analytics to improve marketing campaigns, including customer segmentation and optimizing campaign content and distribution channels. However, incorporating these more sophisticated approaches come with a cost. Solutions often take too much time to create and risk missing the mark so badly that they are never deployed. 

This talk will connect the dots between analytics concepts and actionable solutions by describing what analytics does well and what it can not do on its own without input from decision-makers. Examples from retail analytics and financial services will illustrate the principles.