Description:

An archived version of this Briefing is available for playback. ITSMA members with online access may access the archived Briefing by clicking on the "Playback" button above. Nonmembers who purchase the Briefing will receive an email with a link to the archived replay.

As the economy sputters, gut instinct and intuition need to be leavened with more fact-based thinking. It’s critical that marketing improve its ability to analyze data to inform decisions, predict buyer behavior, and forecast trends. This requires a foundation of quality data, collaboration between marketing and finance, and a willingness to experiment before making big commitments to programs and campaigns.

In this Online Briefing ITSMA’s Chris Koch, analytics guru Pat LaPointe of MarketingNPV, and Samir Bagga Vice President, Global Marketing & Communications of professional services company Satyam, reveal highlights from ITSMA’s survey on marketing analytics and provide insights and best practices in areas such as:

• Elements of a successful marketing analytics program
• Quick, inexpensive methods for predicting marketing campaign success
• How to collaborate effectively with finance on analytics
• Challenges that prevent organizations from developing a successful analytics program