The marketing events should be accountable in terms of their ROI. Any marketing campaign doesn't end with the successful execution, it needs to be measured in terms of the response received and key patterns identified.
In the previous chapter, you learned how to automate your campaign management process using Microsoft Dynamics CRM 2013. In this chapter, you will take a step further to understand how Microsoft Dynamics CRM 2013 can also let you reconcile campaign responses and help measure performance. You will learn how to capture and manage campaign responses using Microsoft Dynamics CRM 2013.
We will cover the following topics in this chapter: