It’s one of the most elusive elements of marketing– effectively leveraging the marketing data you and your research team are tracking. By compiling this data, you can see past performance and evaluate what works and what doesn’t. But in the end, all this tells you is where you’ve been. The trick is to use this data to effectively predict customer behavior and increase your ROI.
In MarketingSherpa’s ongoing Marketing Research in Action series, Daniel Burstein and Scott Hutcheson, Senior Content Director from Paramore, discuss how to effectively use data to examine customer behavior. You can read an abstract and view a joint presentation with Scott Hutcheson on MarketingSherpa’s blog.