Developing insights that drive business outcomes
Every day, the amount of data available to marketers grows―and it’s arriving faster with increasing specificity and granularity. It’s a rich resource, full of information about rivals, markets, segments, even individual customers. But to tap this powerful source of competitive advantage, marketers need a structured approach for uncovering insights that is explicitly designed to drive action and results.
Marketing analytics lays the groundwork for smarter decisions, successful campaigns―and stronger customer relationships. It’s the foundation that allows marketers to realize their longstanding aspiration of engaging customers as individuals in every interaction, across every channel.
The potential pay-off
As a group, enterprises with forward-thinking marketing organizations that engage customers effectively and invest their marketing spend better have a three-year revenue growth that is more than 40 percent higher than other companies. And their gross profit is growing at a rate double that of their peers.
These leading marketers establish a system of engagement that yields quantifiable outcomes. They deploy innovative technology and processes to automate, deliver, guide and accurately measure the impact of marketing actions across all channels.
This system allows them to engage with customers in a personalized way and make more informed marketing investments with greater returns.
The role of marketing is changing dramatically
Read the full report to learn more