Friday, October 13, 2006

Data Driven Marketing

What is coming down the road?

A little while ago I wrote an article on things I'd like to see more visible in marketing analytics.

In summary:

1. Integrate survey and other syndicated data with house and prospect files. This type of augmentation takes the concept of overlay into lightly-chartered territory.

2. Merge marketing mix modeling with database marketing to get an end-to-end allocation of resources and people.

3. Shorten the path between analysis / reporting to campaign execution by developing truly integrated tools.

4. Continue focusing and measuring the influence of marketing spend on specific individual customer behaviors.

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