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Measure Success in Marketing Sans ‘Every Breath They Take, Every Move They Make’

August 16, 2018

Last month, I talked about how to measure success when there are many conflicting goals and available metrics flying around (refer to “Marketing Success Metrics: Response or Dollars?”). This time, let’s start thinking about how to act on data and intelligence that we’ve gathered. And that means we get to touch different kinds of advanced analytics.

But before we get into boring analytics talk, citing words like “predictive analytics” and “segmentation,” let’s talk about what kind of data are required to make predictions better and more accurate.

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