Business
Front-end analytics means using the data you have, to drive decisions when planning. It's about predicting the areas of marketing with the highest potential. You have access to the data, but how do you make it actionable? Jan-Eric Anderson, president at Callahan, and Zack Pike, head of data at Callahan, explain three important components a marketer must have to make data actionable, and discuss the benefits to implementing front-end analytics.