Marketing organizations are eager to implement advanced marketing analytics to become more data-driven and maximize customer lifetime value, increase sales, and reduce churn. But companies face several hurdles when trying to transition to advanced analytics, including siloed data and reliance on engineering resources to create analyses, which makes real-time decision making impossible.

In Snowflake's interactive ebook, Moving from Basic to Advanced Marketing Analytics, they explore the four phases of the maturity curve that companies ascend as they build out their marketing analytics capabilities:

• Create a 360-degree view of customer data
  
• Optimize the ROI of each touchpoint
  
• Optimize campaigns across channels
  
• Optimize personalization with data science