Chapter Overview
For years, marketers have struggled to take advantage of all the capabilities digital marketing offers. All too often they are inundated by the reams of data their efforts generate. But, by organizing the various tactics into campaigns, marketers can achieve the continuous improvement that business executives expect from other parts of the enterprise, especially manufacturing. The result is better performance for their marketing efforts and greater value for the company.
Putting All That Data to Use
Despite protestations to the contrary, most marketers really don’t optimize their marketing programs and tactics. First, it’s notoriously difficult. Second, as noted earlier, most companies haven’t set up their ...
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