Building the Business Case for Operational Marketing

Over the past few years, many marketing departments have been involved in selecting and deploying analytical solutions, building marketing databases, and implementing campaign management. These solutions have helped in some ways, but they do not help manage the marketing process or manage marketing assets and resources. Find out about how operational marketing applications can help you achieve more substantial benefits.
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Nucleus ROI Case Study: Concept One Accessories

In late 2009, Concept One, a sports, entertainment, and fashion accessory firm, decided it needed a better way to deliver reporting to its managers. Report building had become a distraction for the IT department, preventing it from helping other lines of business. Also, it sometimes took several days to fulfill a request for a custom report. Read how this firm achieved an 866% ROI in two months using IBM Cognos Express.
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This IBM Institute for Business Value report, based on the responses from a survey of 524 CMOs, focuses on how CMOs are helping their enterprises become more “customer-activated.” Very few CMOs have made much progress in building a robust digital marketing capability. CMOs told us there are three prerequisites to being able to do this: using data analytics to get a much deeper understanding of customers, individually as well as collectively; designing rewarding customer experiences; and capitalizing on new technologies to provide those experiences smartly and efficiently.
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