About this paper
Effective marketing is about far more than just running campaigns. It is much more than pooling marketing information into marketing databases for marketers to use. It is about connecting what marketing professionals do to the bottom line. It is possible to make that connection if companies succeed in three key ways: 1) Find the most profitable opportunities based on a common view of customers and prospects; 2) Take the best marketing action from a multitude of customers, offers and possible combinations; 3) Maximize cross-business impact and show the effect of marketing activities on overall profitability. In a webcast for marketing professionals, Steve Ashe of SAS described these three keys and showcased four analytics-based tools to achieve them: marketing automation, marketing optimization, real-time decision management, and marketing performance management. This paper provides a summary of that webcast.
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