About this paper
Companies that develop an integrated marketing management strategy will see higher returns on marketing investments (ROMI) than those that don't – as much as 50 percent higher, by some analyst estimates. As CMOs are more accountable than ever for results, a 50 percent lift in ROMI would be heady news. But with so many multichannel campaigns, disparate data sources and point solutions, is such synchronization even possible? Yes, says Wilson Raj of SAS. The wins go to the organizations that successfully synchronize marketing operations and campaign management with an overlay of analytic intelligence. In a webinar presented by SAS and the AMA, Raj presents practical steps and technology options to evolve to this transcendent state.
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