Analytical Marketing Will Deliver for Your Customers

As many life-long marketers can attest, throughout our careers, we didn’t always know if what we were doing was actually working. When I was a new marketer more than 25 years ago, the profession functioned, for all intents and purposes, around concepts like the “four p’s” (product, price, package, and promotion) and as a primary support for the sales organization. We were simply communicating (usually in mass) with potential and current customers in order to feed them into a sales or renewal cycle. The early correlation was plain—if revenue was up, then marketing was doing its job. While moving the revenue needle is still a critical benchmark for many modern marketers, our positions are no longer solely about supporting a sales team with the basics. Naturally, marketing tactics have become more sophisticated, but our roles have really been redefined by the value of one word: data. 

Click the link below to read Adele Sweetwood's insightful research on "ChangeThis"

Sweetwood Article