White Paper: Mastering Quantitative Marketing: Creating and Leveraging Information to Improve Market

Share this article:
As the marketing enterprise grows more complex, it becomes increasingly difficult to manage, especially those organizations that have relied exclusively on traditional "right" brain (qualitative) approaches. A qualitative approach is no longer adequate in today's ultra-competitive environment. However, when combined with a balancing and progressive "left" brain discipline (quantitative), dramatic improvements to marketing objectives can be achieved.


Marketing today is about information: information about markets, about prospects and customers, about media, about channels, about behaviors, about value (current and future) and, most importantly, information about return on marketing investment. It's imperative that marketers have a framework for making sense of all the information and connecting it directly to business results.


Merkle is an information-based database marketing agency. For more information, go to www.Merklenet.com.


http://www.dmnews.com/pdffiles/Merklemaster.pdf


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.

Word to the Wise: 100% Viewability

Word to the Wise: 100% Viewability

100% viewability is quite the myth.

12 Big Data Facts for Marketers in 2014

12 Big Data Facts for Marketers in 2014

The idea of Big Data is nothing new, but its potential to solve today's problems and spark innovation is unprecedented.