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
