If you cannot clearly see the results of the marketing efforts you’ve paid for, chances are you’re not going to understand what works, what doesn’t work, and where to invest (or reduce investment).
If you work in a marketing organization, you know analytics help you make better decisions. But getting that information can be challenging and will only get harder in the future.
In fact, 50 percent of marketing organizations will lack the skills needed to get the information they need to inform decisions.
Not having that information negatively affects how well you can drive awareness, leads, revenue, and ultimately marketing attribution.
So, what can you do to stop the gap, reverse course, and deliver on goals?
In this report, Keith Dawson, VP & Research Director at Ventana Research, explains what you can do today to get better analytics and:
- Personalize messaging to individuals and small groups
- Determine the profitability of campaigns and strategies
- Score leads, uncover lookalikes, and determine buying interests
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