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To link marketing activity to business results, you have to look at all of the critical components driving marketing performance - data, tools, people and processes. To effectively analyze marketing investments, data needs to be complete and accurate, and tools must be flexible and able to answer actionable questions. People in marketing must have the right skill sets to perform their function, and sales resources must cooperate in capturing information along the communication continuum. And all of the processes - from test design to accurate source capture and campaign attribution - must be locked down to create a learning loop that results in increased customer intelligence, improved response rates and, ultimately, uncovered opportunities for cross-selling.
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