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As discussed in this paper, there is a new game that virtually all marketers must eventually embrace if they're going to be successful. Analytics was once just the province of a few direct marketers and market researchers, but now the entire field of marketing is being transformed by this capability. Whether the focus is consumer or industrial marketing, and whether the customer channel involves a sales call, contact with a call center, a Web click, or an e-mail, marketing is becoming increasingly analytical. There is no longer any excuse for not knowing whether advertising or the promotions are working. It is possible to test and analyze any campaign or any change in how go to market with analytics.
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