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	October 19, 2006 How Database Marketers Measure Performance Database Marketers Must Rev Up Measurement Efforts To Solve Staffing Woes by Elana Anderson with Justin Bruton, Jennifer Joseph

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Executive Summary

Nearly three in four database marketers say they are effective at measuring the results of their efforts. Yet these same marketers complain that lack of analytic staff is the biggest barrier to driving even bigger gains for their firms. We think these data points are at odds with one another. To build the business case for more analytic resources, database marketers need to develop value metrics that measure and track the incremental revenue each additional analytic headcount delivers.

This is an excerpt

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