TRENDS 2007

What Have You Done for the Bottom Line? The Value of Analytics

Analytics provides the ability to understand the performance of marketing campaigns, in real time, and to refine the tactics to match the objectives. How? Let's say you've created an integrated campaign that includes direct mail, online banners, e-mail, and print elements. The campaign has a call to action directing potential leads to a microsite. Once they arrive, an analytics engine captures the prospects' behaviors and aggregates their activities and interests. An online dashboard provides insight into the performance of the campaign, the quality of the traffic, and the results of each marketing vehicle.

Now you have the ability to spot the opportunities and move the dollars into the vehicles that are doing the most good. And the leads can be nurtured through the sales cycle by integrating analytics with your company's sales enablement tools. Analytics offers the capability to capture, track, and measure the true return on the financial investment. If marketing is viewed as an expense in your organization, add the word analytics to your vocabulary. E-mail me to learn more.

—David Fabel, Manager, Business Development