Analytics Council

The Analytics Council focuses on ways that companies can address emerging challenges and leverage opportunities with the expanding array of available data.

The Council identifies common uses of data in the current Martech environment, explores various technologies and approaches, and develops guidelines, considerations, and best practices for data modeling from audience development to channel optimization to cross-media, audience-based measurement and beyond. By democratizing and demystifying the black box of analytics, the Council aims to help companies make more informed data-centric decisions.