December 19, 2006

Marketing Optimization Defined

Marketers Beware: Don't Get Caught Up In The Hype

by Suresh Vittal

with Elana Anderson, Jennifer Joseph

Executive Summary (This is a document excerpt)

"Marketing optimization" is the buzzword of the year. Vendors, trade magazines, and marketing gurus are offering up optimization as a panacea to marketing's woes. We think the hype is unwarranted. Marketing optimization is a process-focused effort, not a quick fix or a technology solution. To get started, firms should evaluate their marketing life cycle and identify specific activities that can be improved by a combination of analytics, technology, and process improvements.

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